An advertising campaign that has held the attention of Olympics viewers longer than almost any other spot on television does not feature athletes, or their parents, or cars.

It’s set on a factory floor.

But the latest campaign by General Electric cuts to the heart of a crucial issue for companies and their workers today: the changing nature of manufacturing. The GE ads, which appeared on more than 100 million screens over two weeks, show a woman named Sarah building a jet engine. In one version, she explains to a touring family that GE can be “digital and industrial”: It builds machines that talk to each other, but people program those robots.

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