GE Jar Catches The Wind with Ecomagination

GE (General Electric) in July 2006 released a TV ad promoting wind energy: Capturing the wind and putting it to good use – Wind Energy from GE, the cleanest renewable energy on earth. The ad has been nominated for the most outstanding commercial in the Emmy Awards 2007. A little boy climbs to a seaside cliff, jar in hand, to bottle the wind. He makes his way by foot, by train, by sidecar, into the mountains. The jar of sea air is a gift for an old man (his grandfather?) celebrating his birthday with a birthday cake covered in burning candles…

Boy catches the wind in a jar for GE

Click on the image below to play the video.


The General Electric Jar ad was developed at BBDO, New York by chief creative officer David Lubars and Bill Bruce, creative director/art director John Leu, creative director/copywriter Brad Roseberry, executive producer Regina Ebel, assistant producer Filomena Lovecchio, executive music producer Melissa Chester.

Filming was directed by Traktor (Pontus & Patrik) via Partizan with director of photography Emmanuel Lubezki.

Editor was Gavin Cutler of Mackenzie Cutler. FX was done at MassMarket.

Boy shares the wind with his grandfather in GE TV ad

Music in the ad is ‘Catch the Wind’, performed by Donovan.

Donovan’s single, Catch the Wind, from Summer Day Reflection Songs, online at iTunes

Lyrics for Catch The Wind

In the chilly hours and minutes,
Of uncertainty, I want to be,
In the warm hold of your loving mind.

To feel you all around me,
And to take your hand, along the sand,
Ah, but I may as well try and catch the wind.

When sundown pales the sky,
I wanna hide a while, behind your smile,
And everywhere I’d look, your eyes I’d find.

For me to love you now,
Would be the sweetest thing, ‘twould make me sing,
Ah, but I may as well, try and catch the wind.

When rain has hung the leaves with tears,
I want you near, to kill my fears
To help me to leave all my blues behind.

For standin’ in your heart,
Is where I want to be, and I long to be,
Ah, but I may as well, try and catch the wind.