To promote the merging of machines and Big Data to create what it calls the 'Industrial Internet', GE has done the obvious thing and revived the villain from a series in which machines enslave humanity.
Hugo Weaving reprises his role as Agent Smith in 'Agent of Good', created by BBDO New York and directed by David Gordon Green (Pineapple Express). It represents the first time The Wachowskis have allowed their sci-fi property to be used for advertising.
In the ad, Agent Smith travels around a hospital explaining how GE's new technologies help better connect patients, doctors and medical hardware, reducing wait times and inefficiency – or, as GE says, merging "big iron with big data to create brilliant machines".
'Agent of Good', which aired during Saturday Night Live on 13 April, continues the 'robot uprising' theme of the campaign. Earlier spots featured sci-fi favourites Data from Star Trek and KITT from Knight Rider.
Linda Boff, executive director, global brand marketing at GE, told Co.Create: "Part of the reason [The Wachowskis] agreed was because of the previous instalments in the campaign – they loved the use of science fiction."
Last week, Sydney agency The One Centre took out GE's Global Brand Award for digital communications excellence for its 'Two Words for Tomorrow' campaign.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at frankchung@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.