| Synopsis | In this new era of AI, businesses need bespoke solutions designed for value creation,” said Jonathan Adashek, SVP of Marketing and Communications at IBM. “That is why we launched watsonx, the AI platform that puts the power of foundation models and machine learning to work in the right ways, trained on a company’s own secured data and tailored to their unique needs. With this new campaign, we’re reinforcing the transformative power of AI for business to multiply output and ultimately help customers improve their outcomes.” “In today’s business environment, companies that implement trusted AI tailored to their specific needs will have the upper hand. Laddering up to the brand's ‘let’s create’ platform, ‘watsonx yourbusiness’ is a campaign that aims to clearly illustrate how IBM can help companies create the right AI for their business,” said Matt Curry, Global Creative Lead at Ogilvy. “We wanted the work to feel generative, like AI, always morphing and moving. The campaign uses design language in creative ways to express the benefit of watsonx — in one film we use a slot machine technique to convey that using the wrong AI is a gamble, while another uses an “x” wipe effect to show the transformative power of watsonx. In print, digital and OOH we use what we’re calling a ‘UI for AI,’ including elements of the product UI in the copy to demonstrate what it can do. Throughout the process, we used AI to inspire or create different aspects of the work,” according to Curry. Conceptualized and executed by the IBM Brand Marketing team and Ogilvy, the new broadcast spots were directed by Bonaparte’s Mario Clement. Golden Globe-winning and Emmy-nominated actor and producer Oscar Isaac provides the voice over. The campaign is the next phase of “let’s create,” which launched in 2022 as IBM’s most significant brand initiative in more than a decade. The spots will debut on August 28 during the US Open and run throughout the year. The campaign will include broadcast, digitally activated billboards on site at the US Open, out-of-home, connected TV, digital video, podcasts, print, newsletters, social and high-impact display. |