This year, St. Louis-based Emerson is marking its 125th anniversary with a series of promotional events and campaigns.

As a global leader in technology and engineering, Emerson has begun this year-long celebration by highlighting its devotion to science, technology, engineering, and math (STEM) education.

The campaign features ads starring YouTube vlogger Hank Green and was launched February 19, airing during CBS’s hit show The Big Bang Theory.

Emerson’s goal is to inspire and empower the next generation of engineers by connecting science to technological advances and modern conveniences. Emerson sees the campaign as a new way to express its core brand idea of “Engineering Full-On.”

“Hank is a relevant, wildly popular ‘geek-chic’ celebrity and the perfect person to tell our story his way to the young talent we need to join us on this journey,” Emerson Chief Marketing Officer Kathy Button Bell stated in a press release. “Young men and women can relate to Hank. He makes science fun and accessible in an easy-to-consume, colorful, and often a musical video format.”

Emerson embraces and supports a wide range of STEM initiatives in the communities where it operates by donating to STEM and robotics programs within organizations, such as the Girl Scouts and STEMpact, and in schools and colleges across the country.

“Future innovators who will be our employees, our customers, and business leaders need STEM education today,” Button Bell says. “Emerson’s STEM focus is influencing the company’s marketing and recruiting efforts, and this first-of-its-kind campaign for the company is designed to entertain and inspire both current engineers as well as a future generation of business people.”