Video of the Week: General Electric Feels the Heat

Be it the swooping score, the near-cinematic cinematography, or the earthy voiceover, there’s something profoundly epic about General Electric’s new series of ads titled ‘Unimpossible Missions’. The concept is easy enough – GE use their cutting edge and highly durable technology to subvert our expectations of impossibility.

Considering the climax of the two minute advert is dunking a snowball in a pile of molten metal, ‘A Snowball’s Chance in Hell’ does a fantastic job in keeping its audiences watching and waiting. A lot of this is down to a rather spectacular musical accompaniment, which ramps up the tension to 11.

General Electric have a history of creating some fantastic mobile video content Рmost recently through their highly interactive and interesting Vine channel.  Encouraging aspiring and accomplished scientists to share their favourite experiments, GE has succeeded in creating a communal and collaborative experience for all.