The annual Super Bowl broadcast must be the one time every year when viewers don’t automatically change the channel during commercials. Who can forget E*Trade’s chimp “wasting $2 million” or Apple’s iconic “1984” spot? Joining brands from Budweiser to Bridgestone, GE will run two ads during the big game on Sunday. The stars of the ads are the people who make GE work.
Over the last year, the company polled its people—the researchers, manufacturing workers, corporate managers, and others, 130,000 strong in the U.S. alone—and asked them to describe how they work GE. They said that the work they do builds, powers, moves and cures the world. The Super Bowl ads tell that story. The story how GE’s American employees work everyday to make things that matter. Amid continuing economic uncertainty, this is an optimistic story, one rooted in the passion and pride GE’s people take in their work because they know it makes a difference.
It’s a story about workers at GE Energy, and the machines they build and technology they invent to power everything, including the Budweiser breweries whose bottled goods recharge many of the 120 million Super Bowl viewers. And it’s a story about rust belt renewal, as GE Appliances brings manufacturing jobs back to its headquarters in Louisville, Kentucky, where GE’s people build the energy efficient refrigerators that hold all that beer.