When he’s not busy teasing a sequel to Independence Day, Jeff Goldblum is telling us to buy new lighting. The actor starred in a GE advertisement directed by Tim Heidecker and Eric Wareheim
(collectively known as Tim & Eric), and it has rolled up 1.5 million views in its first week on YouTube.Tim & Eric, who run one of the four founding channels of the JASH network, are best known in the advertising world for directing the surreal “The Man Your Man Could Smell Like” ads for Old Spice. Their work for GE, on the other hand, trends toward the intentionally campy tone they use for their TV show on Adult Swim. It stars Goldblum, who tells viewers how to “enhance your lighting” to the level of a famous person like him. The video even includes testimonies from “unremarkable nobodies” so that we don’t have to just take Goldblum at his word.
The video may not be stylistically similar to Tim & Eric’s Old Spice ads, but it is making a similar mark on YouTube. Judging from all the play the ad has received, don’t be surprised if GE–which clearly understands the power of online video–returns to the Tim & Eric well in the future.
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