Cannes Lions

What's the Matter With Owen Campaign

BBDO , New York / GE-DAKO / 2016

Film
Film
Film

Overview

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Overview

Description

In “Hammer,” our young programmer, Owen, is with his parents, who are expressing how proud they are that he got a job with a “real manufacturer” like GE. His father then proudly presents him with his Grandpappy’s hammer. Owen tries to explain he’ll be doing big things as a programmer at GE, so he’s not going to need a hammer. This frustrates his father, who begins to wonder aloud if Owen can even lift a hammer. Meanwhile, Owen’s mother reassures him he will change the world, even though she still doesn’t know what he’ll be doing. We see a super explaining that GE is “The digital company. That’s also an industrial company.”

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