What If Scientists Were Celebrities?

Millie Dresselhaus, the first woman to win the National Medal of Science in Engineering, is treated like a Kardashian—photographed, celebrated, followed—in BBDO’s new campaign for GE. The 60-second spot is part of GE’s audacious plan to employ 20,000 women in STEM roles by 2020 and to have 50/50 gender representation in its technical entry-level programs by the same time.

The ad, directed by Nicole Holofcener, shows how celebrating female scientists could help inspire girls to become scientists and help GE find its recruits to meet its 2020 deadline.