GE generally does a good job of telling stories around technology that's diverse and specialized. A new collection of two-minute spots from BBDO New York is no exception. There are three videos in the series so far, all beautifully shot and edited. One introduces a jet-skiing Japanese doctor who uses the brand's portable medical equipment to tend to patients on the country's islands. A second interviews the inhabitants of another island halfway around the world, in Scotland, that gets power from underwater turbines made by GE. The third features a young boy in China taking his first flight to meet his soccer heroes, thanks to GE's jet technology. The ads are a little heavy-handed in their sentimentality at moments and could probably accomplish the same thing in a smaller window, but the slower pacing isn't altogether unpleasant. They also aren't quite as inventive as the brand's recent, trippy spot that envisioned some of the same products through the eyes of a child. But they do have the narrative appeal and human element that was missing from the clips of GE's research lab equipment smashing random objects, or the the shipping container dance that the brand choreographed. The global scope also brings to mind IBM's recent 60-commercial opus for the Masters, but with a somewhat less granular, more humble approach not aimed at proving that the brand is in fact everywhere at once—though it's still easy to imagine that it is. CREDITS: Agency: BBDO New York Client: GE Chief Creative Officer, Worldwide: David Lubars Executive Creative Director: Michael Aimette Senior Creative Director: Chris Lisick Group Director of Content Production: Anthony Nelson Producer: George Sholley Associate Creative Director: Judd Counsell Associate Creative Director: Lance Vining Head of Music Production: Rani Vaz Worldwide Senior Account Director: Emma Armstrong Account Director: Katie Hankinson Account Manager: Tessa Cosenza Assistant Account Executive: Joslyn Dunn Production Company: Greenpoint Pictures Director: The Hudson Dusters Director of Photography: Logan Roos Music House: The Music Bed Edit House: Greenpoint Pictures Editor, "Moon Power in Scotland": Logan Roos Editor, "Zeng's First Flight": Philip Knowlton Editor, "Kumiko's First Ultrasound": Philip Knowlton Visual Effects House: Greenpoint Pictures Audio/Sound Design Agency: One Thousand Birds