GE launches Unimpossible Mission campaign to highlight its impressive tech

Ain’t no such thing as impossible. At least, that’s the message GE is sending with its latest campaign, which seeks to spotlight the science that goes into some of its more impressive and ambitious projects. A collaboration between GE and longstanding partner BBDO, the new campaign is named “Unimpossible Missions,” and features three bite-sized but still very compelling videos that both educate and entertain. Each of the three videos is named for a popular saying, including “a snowball’s chance in hell,” “catching lightning in a bottle,” and the less exciting, “talking to a wall.” But seeing these expressions come to life is certainly excitement in and of itself.

The first video, “A Snowball’s Chance in Hell,” follows the GE team as it attempts to construct a vessel that would allow a snowball to maintain its integrity in 2,000-degree temperatures. “Hell” is apparently an industrial foundry in Kazakhstan, where GE pours what certainly looks a lot like molten metal atop the carefully engineered structure. It’s cinematically impressive, translating almost as a well-done documentary, or even (at times), a thriller. And considering the video is only three minutes long, that’s quite a feat. 

Other videos include the use of capacitors to capture an electrical surge in, you guessed it, a bottle, and also employing an accelerometer on a portion of the Berlin Wall to both “listen” and transmit a message to children on the other side. Each of the videos ends with the powerful message, “Imagine the other impossible things we can do,” while leaving little to the imagination when it comes to how GE achieves its impressive feats. 

“We are always looking for ways to talk about the great work that goes on at GE and marry it with the wonder and awe of science,” Linda Boff, CMO at GE told AdAge. “As a brand, we are constantly thinking about what’s new and next for the world with our technology, and to mirror that it in our marketing and the way we tell our story.”

In an interview with  AdweekGE chief creative officer Andy Goldberg noted that the videos represent “meaningful content that people actually want to read, listen to, watch, and consume,” and are also effective recruitment tools for the next generation of talent. 

“Every brand has to find out what their audience wants to see and how they like to engage,” he said. “When you can show a customer who you are with an enjoyable experience, your content becomes more than just marketing.”

Check out more of the videos below:

Emerging Tech

Atomo’s ‘molecular coffee’ is brewed without needing to harvest coffee beans

Coffee beans, huh? Who needs ‘em? Apparently not the folks behind Seattle-based startup Atomo, who claim to have created a cup of "molecular coffee" that requires no beans to be harvested.

Sprint’s 5G rollout: Everything you need to know about it

Sprint is building its next-gen 5G network in preparation for a 2019 rollout, but it's taking a decidedly different approach than some of its competitors, including Verizon and AT&T. Here's everything you need to know.
Movies & TV

The best movies you’ll find on Hulu right now (February 2019)

From dramas to blockbusters, Hulu offers some great films to its subscribers. Check out the best movies on Hulu, whether you're into charming adventure tales or gruesome horror stories.

The hottest Nintendo Switch games you can get right now

The Nintendo Switch's lineup started off small, but games have steadily released as the console continues through its second year. Here are the best Nintendo Switch games available now.

These are the must-have games that every Xbox One owner needs

More than four years into its life span, Microsoft's latest console is finally coming into its own. From Cuphead to Halo 5, the best Xbox One games offer something for players of every type.
Emerging Tech

Forget police helicopters, California cops are using drones to spot suspects

Police drones deployed by California’s Chula Vista Police Department helped lead to the arrest of 20 suspects over a three-month study. It's a glimpse of the future of drones in law enforcement.
Smart Home

Ford’s ingenious bed for couples keeps mattress hogs in their own half

Drawing on its driverless-car technology, Ford has created a smart bed for couples that uses sensors and a conveyor belt to prevent either occupant from straying onto the other half of the mattress while they doze.
Emerging Tech

Own a drone? New rule means you have to change the way IDs are displayed

Registered drone owners will need to put their machine's ID number on the outside of the aircraft from February 23 in accordance with a new FAA rule. It means the ID can no longer be placed inside the drone's battery compartment.
Emerging Tech

After Kepler kicks the bucket, NASA releases its final image

The final images from the Kepler Space Telescope have arrived. After nearly a decade of operation, NASA’s groundbreaking telescope ran out of fuel last year and was placed into permanent sleep mode on October 30, 2018.
Emerging Tech

Caltech’s bird-inspired robot uses thrusters to help stay on its feet

Researchers from Caltech have developed a new bird-inspired robot that uses thrusters on its torso to help it to walk with more stability. Here's why that challenge is so important.

T-Mobile says Sprint merger will boost 5G speeds by up to 6 times

2019 will be a huge year for T-Mobile. Not only is a merger with Sprint likely, but T-Mobile is also in the midst of building out its next-generation mobile service. Here's everything you need to know about the T-Mobile 5G rollout.
Emerging Tech

Groundbreaking new technique can turn plastic waste into energy-dense fuel

The world has a waste plastic problem. Chemists from Purdue University have a potentially game changing solution: They want to turn it into a gasoline or diesel-like fuel. Here's how.
Emerging Tech

After a record-setting 15 years, NASA ends Opportunity rover’s tour of Mars

NASA has officially called it quits on its record-setting Mars rover Opportunity, eight months after last hearing from the lander. The Rover landed on the Red Planet in early 2004.
Emerging Tech

With CabinSense, cars will soon know who’s riding in them and respond accordingly

What if your car could know who's riding in it and customize the entertainment and safety options accordingly? That’s what's promised by the new CabinSense in-car Occupancy Monitoring System.