General Electric has launched a new video series called "Freshpedition" to promote one of its new French door refrigerators. (See above the commercial.)
The series, captured by a film crew and shot in the style of a reality show, follows a General Electric engineer and TV chef as they drive about 2,000 miles from Kentucky to Texas to reach a wildlife biologist who spends months with no access to fresh food. The mission is to surprise him with a freshly prepared meal.
The two travelers procure provisions for the meal from farmers and fishermen over the course of a week along the way, and place in the compartiment of the refrigerator.
The Web series is by BBDO New York, with production by Acne Studios. It was directed by John Feist, whose credits include "Survivor", and Kate Hall.
The series are being promoted widely with online advertising and through Facebook and Twitter accounts of both the brand and the chef Sargent.
See below the first episode, "Lettuce Begin."