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BBDO New York's popular "Unimpossible Missions" series returns with a new saying to test

The next spot in GE’s "Unimpossible Missions" campaign challenges scientists to fight fire with fire. By amplifying the sound of a crackling fire, they send shockwaves at an immolated stuntman, disrupting the flames’ ability to burn on his protective gear. This is the fourth film in the campaign from BBDO New York, which features the truthfulness of aphorisms tested in the laboratory. Previous spots include sending a snowball into a hellish inferno, catching lightning in a bottle and talking to a wall. Next week, GE techs will attempt to unring a bell in a fifth spot.