GE Electrocardiogram in a Backpack

GE delivers a miniaturized electrocardiograph in a backpack to a remote town in India, a new installment in the Ecomagination advertising campaign. A doctor packs a large bulky electrocardiograph into his case before leaving the hospital and travelling by bus into the country. At a remote clinic the doctor pulls out a small version of the machine to provide his patient with an electrocardiogram. “Advanced electrocardiogram technology from GE – small enough to fit in a backpack, strong enough to bring modern health care to places like rural India”. Healthcare Re-Imagined. To top it off, the doctor wows the local kids by pulling a new cricket bat out of his bag.

Doctor places large electrocardiograph in a bag

Click on the image below to play the video.


Backpack was developed at BBDO New York by chief creative officers David Lubars and Bill Bruce, executive creative director Don Schneider, copywriter Bern Hunter, art director Mike Bond, executive producer Grant Gill, director of TV Regina Ebel, and executive music producer Melissa Chester.

Filming was directed by Traktor via Partizan, with director of photography Emmanuel Lubezki.

Editor was Sherri Margulies at Crew Cuts. VFX were developed at The Mill. FX/SFX were designed at Semerad-Graphics.

Doctor uses small electrocardiograph in an Indian clinic

Music and lyrics were composed by Anoushka Shankar & Karsh Kale. The licensed track “Oceanic, Part 2” is from the album, Breathing Under Water, and features Ravi Shankar.