While I was preparing dinner last night, a tune playing on TV caught my attention. The song was "Don't Know Much," but it sounded nothing like the famous duet performed by Linda Ronstadt and Aaron Neville. I figured it must have been a commercial for a dating site or some kind of family-oriented product, given the song's love theme, so I decided to check it out. What I didn't expect to see was two adult men singing in front of huge jet engines, shedding a tear to the words: "I don't know much, but I know I love you." The ad gets even more over the top as a drummer joins in, wearing goggles in the middle of a factory, and an orchestra dressed in uniform hits the high note on a runway. You wouldn't know this was a commercial for GE until the end, when a voiceover proclaims: "Customers love GE aircraft engines almost as much as we love making them." The spot actually ran a few years ago in select markets. But GE tells us it found the response to be so good, it decided to update the piece and air it nationally again. Humor seems to be the tactic GE is employing in other ads for its transportation products, like this one, in which locomotives emerge from a steamy shower to the tune of "Take My Breath Away." Gotta hand it to GE for making engines and locomotives look sexy, and spicing up what could have been really boring ads.
—Posted by Elena Malykhina