One second theater from GE

The NYT is reporting on a new campaign GE has created that embeds 1 second ads within traditional :30s for slowed-down viewing on Tivos and the like. The 1 second ads sound pretty funny, they're behind the scenes looks or outtakes.

The campaign was created by our friends at BBDO and while I have to hand it to David and gang for the bravery and experimentation of this approach, I'm curious about the reasoning behind this. First, it seems out of line with GE's target audience who I'm assuming are primarily the investment community and secondly, I wonder who will be engaged enough with the brand to actually participate.

It does definitely support the GE platform of innovation though.