Mention GE and people think light bulbs and refrigerators. But the first TV spots in Fairfield, Conn.-based General Electric Co.'s new $100 million advertising campaign feature jet engines, plastics and medical systems-products from three key b-to-b divisions of the industrial behemoth.
The spots, which debuted in January, feature the tagline ``Imagination at work.'' Gone is the long-familiar ``We bring good things to life.''
``One of the reasons that we picked these operating units is that we wanted to get the message out about the diversity of the units, the diversity of .
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