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Geeky new GE ad stars famous robots

Robots never die. Here’s a new TV spot for GE featuring a parade of famous pop culture robots, lovingly reactivated from film studio storage, or wherever they’ve been all this time. Is it a good commercial? Affirmative!

According to the YouTube credits on GE’s official channel, the robots in this ad are:

  • Data (Star Trek: The Next Generation)
  • B-9 (Lost in Space)
  • K.I.T.T. (Knight Rider), and
  • Robby the Robot (Forbidden Planet)

But clearly there are more robots in this spot than just these 4. Can you identify any others?

I think I see Honda’s ASIMO and Johnny 5 from Short Circuit, but they might just be knock-offs. And who are these guys?—

Sadly, there’s no WALL-E or R2-D2. (I suppose it’s hard to get a license to use those guys.) But I still like the overall quality of the ad, with its guerrilla filmmaking style. Data’s appearance at the 49-second mark raises this commercial to a very high level of excellence.

This isn’t advertising a specific product, it’s just feel-good branding ad for the GE corporate umbrella. Type on screen at the end says, “BRILLIANT MACHINES ARE CHANGING THE WAY WE WORK.” The message is that GE’s technology is so nifty that the coolest robots in history want in on it. Presumably, the audience will take this information and go buy a GE washer, or a string of GE Christmas lights, or what have you.

Will it work? Uncertain. After all, consumers aren’t robots. Or are we?

The ad agency was BBDO New York.

– Spotted via Great Ads.

— By Daryl Lang. Filed under Advertising


  1. nicole says:

    I think the little bots are Sony’s QRIO.

  2. gary says:

    Soujorner from JPL and the Bronco is a TRANSFORMER Type

  3. myserv58 says:

    I missed Maximilian from Black Hole,Replica ts Stargate,and HAL. Opps all killers!

  4. Ed Sauer says:

    The tall boxy white one on the left side of the group at 48 secs looks like the Phase 1 NASA/JSC EC5 EVA Retriever, circa 1987.

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