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BRAND NEWS: GE reaches the final frontier in new 'Brilliant machines' ad

General Electric (GE) has gone live with the latest installment of its ‘Brilliant machines’ campaign.

The technology giant has launched a TV ad in America, created by BBDO New York, featuring the U.S.S. Enterprise from the Star Trek franchise. John Cho, who plays Sulu in Star Trek and Star Trek Into Darkness, stars in the ad and is seen ‘flying’ the ship.

Following the overall campaign theme of reinforcing GE’s ability to unite big technology with big data to increase efficiency, the TV spot shows the ship losing power until a piece of GE technology is located and used to solve the problem.

Star Trek is the newest sci-fi reference in GE’s campaign, in May this year it resurrected Agent Smith from The Matrix to promote its ‘Brilliant machines’.