GE’s “What Matters” campaign aired during the 2018 Winter Olympics and tells a simple truth: technology matters, but people matter more. Through short vignettes—from a boy finishing homework to a grandmother making it to a school play—the ad shows how GE’s work in healthcare, aviation, and energy quietly powers meaningful moments in daily life. The message is clear: “Technology is how we do things. People are why we do things.”
The Formula (That Works at Any Budget)
Human Moments + Real Innovation = Emotional Impact
The ad shows real-world benefits of GE tech—without jargon. A plane lands, a light stays on, a hospital helps someone heal.
→ Lesson: Focus on outcomes, not features. Let emotion lead the story.
Unified Theme + Sector Spanning = Strong Brand Cohesion
Across power, healthcare, and aviation, GE delivers one message: we exist to serve people.
→ Lesson: A consistent narrative across industries builds trust and long-term brand memory.
Global Platform + Everyday Stories = Broad Appeal
Airing during the Olympics gives the ad massive reach. But the impact lies in the small stories that viewers everywhere can relate to.
→ Lesson: Pairing emotional storytelling with strategic media placement creates lasting impressions.
Humor Breakdown
This ad isn’t laugh-out-loud funny—but it doesn’t have to be. Moments like a boy stressing over homework or a grandma making it to a play bring warmth and levity. It’s soft, human humor that helps the message land.
→ Lesson: You don’t need punchlines. Gentle, honest moments can still bring a smile and strengthen relatability.
Final Verdict
GE’s “What Matters” campaign is a masterclass in people-first storytelling. Instead of focusing on technology for its own sake, it highlights how GE innovations quietly enable the moments that matter most. It’s sincere, grounded, and deeply effective.
BRAVE-o-meter Score:
B-5 | R-9 | A-6 | V-8 | E-7
BRAVE – 7.0/10
Learn more about General Electric:
Website: ge.com
LinkedIn: General Electric on LinkedIn
