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CYNC: Thief In The Night
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GE Lighting, a Savant company’s rebranded smart home line CYNC, formerly C by GE, releases three very strategic, yet highly comical digital videos that play off the brand’s legacy and consumer trust to show homeowners how connected technology today can make their lives more convenient, comfortable, safe and more—at home. The first three films of the new online and social efforts by L&C New York take a humorous approach to show how the practicality of CYNC’s smart home technology would have seemed like magic in decades past. The ads use nostalgia to create emotional connections, with the tagline “Back then, it would have been magical. Now, it’s just practical.” The CYNC brand includes innovations that make the many benefits of a smart home more accessible and personalised—all while being easy to install and operate. This year, GE Lighting, a Savant company ventured beyond lighting and into the outdoors with its introduction of new products including an Indoor Smart Camera and Outdoor Smart Plug. 'Thief in the Night' is set in the early 1900s, with a farmer and his wife solving the mystery of noises in the middle of night by using CYNC’s outdoor flood light, motion sensor and indoor camera to spot a hungry chicken rummaging through the kitchen. In 'Birthday,' set on a 1950s winter night, a family gets the Hawaiian luau party started by kicking up the CYNC thermostat control, turning on mood lighting, and activating the indoor smart plug to start the music. 'Aerobics' features two women in 1980s-style workout gear, including brightly coloured tights, leg warmers and hair scrunchies. After popping the latest exercise VHS tape into the vintage VCR, one character uses a workout scene set in the innovative new CYNC app to cool the room with the ceiling fan control and change the mood with coloured lighting and then shows off a little more with the CYNC app’s TrueImage feature that showcases lights and screen images that coordinate.
Agency Related
CYNC: Birthday
Lanfranco & Cordova NY 
CYNC: Aerobics
Lanfranco & Cordova NY 
GE: Sophia
Geometry Global Colombia |
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