Dive Brief: 

• General Electric's new ad marks a departure from the brand's typical themes — innovative technology and exposing the "human face of technology" — with an odd video spot about the generation of ideas.
• "Ideas Are Scary," developed by BBDO New York, portrays new ideas as a weird creature that wanders city streets taking abuse from people because it "threatens what is known."
• Eventually, the idea is rescued by a GE lab and cared for until it grows into something beautiful. 

Dive Insight: 

It's easy to see what GE and BBDO New York were attempting to portray with the spot. Often, new ideas in the early stages are easily dismissed because they're misunderstood. The spot doesn't paint humanity in a very flattering light, though, as it presents us as mean and terrified of things we don't understand —​ a detail that has some level of truth to it. The big question is whether ad viewers will be open to hearing that truth in this odd manner.