GE Appliances touts durability through kitchen soccer

GE Appliances’ latest campaign is touting its sturdiness through a series of kitchen soccer vignettes.

Bob Park, chief brand officer at GE Appliances Canada, explains that standard marketing for appliances has traditionally focused on innovations and tech. While durability is not as sexy as connectivity and Bluetooth, it’s important to highlight, Park adds.

GE’s “Legendary Durability” campaign highlights its rigorous testing standards on oven doors, including how it uses robots in the production process to open and slam-close doors 25,000 times to ensure product durability.

“One thing we did find…was that durability is still one of the top three [factors] a consumer takes into account when making a major appliance purchase,” Park says. “When you install appliances…having them not last, break down or fall apart, causes a strain.”

The hero spot sees the appliance in action in everyday life, set to the strains of ’90s one-hit wonder, “Whoomp! (There It Is).” It is geared around appealing to Canadian families, and also has a soccer player doing tricks in a kitchen setting, laddering back to GE’s support for both professional and grassroots men’s and women’s soccer.

“With World Cup coming up…and having a kid there with his father fooling around with a soccer ball, it just made sense, so we just decided to put a Canada Soccer jersey on him, which is obviously part of our DNA as well,” Park says of the 2026 FIFA World Cup, which will be co-hosted by Canada, the U.S. and Mexico. “Everyone who is in that commercial is a potential buyer.”

The campaign is a full 360 effort, in English and French language markets, and includes a “huge digital component,” along with static, carousel, banners and search, as well as a new landing page.

There is also a national sales promo and in-store POP with retailers such as The Home Depot Canada and Goemans.

Craft is providing PR support.