What if? Is a wonderful question. It invites creativity. It welcomes imagination. Ogilvy North America has harnessed its power in its new campaign for IBM, the next phase of the brands’ Let’s create platform that launched in 2022.
What if? underlines the importance of asking big questions that can lead to the co-creation of equally big technology solutions. The campaign’s four commercials highlight IBM’s key capabilities – consulting, data, AI and security – and draw inspiration from the company’s work with clients across a variety of industries.
The spots were directed by Ian Pons Jewell with a voiceover by Golden Globe-winning actor and producer, Oscar Isaac. One instalment includes professional golfer, Kurt Kitayama, with voice over by sports commentator, Jim Nantz, and references IBM’s 25-year partnership with the Masters Tournament, leading to the co-creation of new fan experiences through cloud and AI technologies.
“We first launched Let’s create as an open invitation for clients and partners to co-create with IBM by using our hybrid cloud, AI and consulting expertise. Inspired by actual examples, What if? is a continuation of that concept,” explained Jonathan Adashek, senior vice president, marketing and communications at IBM. “With this new campaign, we’re telling stories of how IBM is collaborating with clients and partners to deliver lasting value, while solving their most pressing questions through our technology and services.”
IBM will also use new creative generative AI models, Adobe Firefly, to help content creators generate images and text effects that are able to be used for commercial use, to produce two AI-generated What if? themed social posts during launch week.
Here are the commercials:
“What if you could remaster the Masters fan experience?”
“What if buildings could tell you how they could be more efficient?”
“What if beer could get to the right place, at the right time, all the time?“
“What if you could make analyzing a big bank’s data…no big deal?”
The campaign made its debut during the Masters Tournament, April 6-9, and will run throughout the year. The full campaign includes broadcast and connected TV in the US, digital video, print and social.
“Every inch of progress the human race has ever made began with a simple question, ‘What if?’. This question is the foundation of every big solution IBM creates with their clients, and is the centre point of our new campaign,” stated Matthew Curry, global executive creative director at Ogilvy. “Using the question mark as an iconic central device, the work captures the spirit of IBM’s co-creation process. From creating arresting print ads to shooting a series of fast-paced films with Ian Pons Jewell and Oscar Isaac, every piece of this campaign brings to life the essence of IBM’s brand platform.”
Credits:
Client: IBM
Senior Vice President, Marketing & Communications: Jonathan Adashek
Content Director: Joe Rivas
Brand Manager: Randi Stipes
Media Manager: Claudio Zibenberg
Director of Marketing: Joseph Prota
Agency: Ogilvy North America
Chief Creative Officer: Liz Taylor
Executive Creative Directors: Matthew Curry & Aste Gutierrez
Creative Directors: Rachel Frederick. Mohamed Diaa & Ryan Quigley
Associate Creative Directors: Ben Morejon & Andrew Curtis
Art Director: Nuri Park
Design Director: Stephanie Daniele
Executive Producer: Jack Patrick
Producer: Sarah Pascale
Content Producer: Nick Bologna
Senior Business Affairs Manager: Libby Fine
Managing Directors: Jeremy Kuhn & Tina Galley
Account Director: Jehan Majdali
Account Manager: Jeniffer Agudelo
Project Managers: Brantley Doyle & Lauren Kosche
Strategy Directors: Jordan Weil & Brenna Tharnstrom
Planner: Erica Gorlick
Media Director: Lauren Torres
Production Company: Prodco
Director: Ian Pons Jewell
Executive Producer: Maddi Carlton
Head Of Production: Matt Sanders
Producer: Jon Adams
Managing Director: Zico Judge
Production Service: Blur
Head Of Production: Pablo Herraiz
Producer: Veronica Pales
Production Manager: Marc A. Martinez
Production Coordinator: Maria Sanz
Post Production & VFX: Mathematic
Executive Producer: Hadi Dahrouge
Grade: Electric Theatre Collective
Colourist: Luke Morrison
Colour Producer: Olivia Jessop
Editing: The Den Editorial
Editors: Tobias Suhm & Aaron Tompkins
Edit Assistants: Evan Carp & Aaron Castro
Executive Producers: Kortney Robottom & Diane Hill
Music & Sound: Sonic Union
Sound Engineers: David Papa &Julienne Guffain
Head Of Production: Pat Sullivan
