General Electric is ready with the next iteration of its "One Second Theater" campaign as it seeks to reinvent its image with today's audience via new, more disruptive, engaging and interactive marketing methods, reports AdWeek. Moving beyond TV advertising, where almost all of its marketing was just four years ago, GE is creating short films for DVR viewers and online ads featuring actor Kevin Kline.

In addition to round two of "One Second Theater" GE has also debuted the next phase of the "Ecomagination" campaign that focuses on the environmentally responsible business practices at the company. That will be accompanied by a redesign of the Ecomagination.com website.

All of these executions are steeped in the history of General Electric Theater, the classic television show that used branded entertainment as a way to bring the company name into people's homes. GE executives point to the company's attempts to own the idea of "imagination" in people's minds and make the company synonymous with that concept.

GE says it has had great success with both the "One Second Theater" and "Ecomagination" campaigns in spurring viewer interaction with the ads. Some have even become so successful as short-form spots that they've later been expanded into longer spots for video-on-demand.