BBDO helps GE explain its role as a technology company

Owen, an enthusiastic developer, demystifies his role at GE

A new campaign by BBDO chronicles the story of Owen, a software developer who just started a job at GE. In the process, the company looks to demystify the technology driving its devices.

In the ads, which launched during the premiere episode of "The Late Show with Stephen Colbert," Owen trying to explain to friends and family why efficient software is critical for GE machinery. (His acquaintances don't understand why a developer would work for an industrial company rather than say, Facebook.)

In addition to the TV spots, Owen will be taking over some of GE's social-media accounts to continue the narrative about his first days at GE.