IBM has unveiled its new brand campaign, "Let's create smarter business," designed to highlight its innovative approach to enterprise AI, hybrid cloud, and quantum technologies. Launched to address the evolving needs of business leaders, the campaign emphasizes transforming complex challenges into efficient, data-driven solutions.
The "Let's create smarter business" campaign, developed by IBM’s Brand Marketing team and Ogilvy, tackles the pressures business leaders face in moving from AI pilots to scalable, organization-wide solutions. It showcases how IBM’s technologies enhance customer experiences, boost employee productivity, and enable data-driven decisions. "This is more than a campaign. It's a philosophy that IBM is embracing to transform companies into smarter businesses," said Jonathan Adashek, Senior Vice President, Marketing and Communications, IBM.
Directed by Adam Heshemi for Reset, the campaign features three broadcast ads narrated by seven-time Formula 1 champion Lewis Hamilton. Leveraging IBM’s partnership with Scuderia Ferrari, where it serves as the Official Fan Engagement and Data Analytics Partner, the ads highlight real-world applications like the redesigned Scuderia Ferrari mobile app, which uses AI and data to enhance fan experiences.
The campaign evolves IBM’s 2022 "Let's create" initiative, reintroducing iconic brand elements like the blue bars. "Creatively, we wanted to keep it smart, simple and charming," said Liz Taylor, Global Chief Creative Officer, Ogilvy. The campaign addresses disillusionment in AI adoption with a confident, ironic tone, emphasizing IBM’s ability to deliver impactful solutions. It will run through 2025 across multiple platforms, debuting at the US Open.
IBM’s "Let's create smarter business" campaign positions the company as a trusted partner in navigating the AI era, empowering businesses to achieve efficiency, agility, and competitive advantage through cutting-edge technology.
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