United States – IBM has rolled out a new brand campaign, “Let’s create smarter business”, highlighting its approach to applying emerging technologies to help enterprises boost productivity, efficiency, and agility.
Developed with Ogilvy, the campaign reflects IBM’s long-standing focus on innovation and aims to capture the challenges business leaders face in moving from experimental AI pilots to large-scale, value-driving solutions.
“‘Let’s create smarter business’ is a fresh articulation of what IBM does best: understanding the real pressures business leaders face and helping them turn complexity into clarity and technology into lasting impact,” said Liz Taylor, global chief creative officer at Ogilvy.
“Creatively, we wanted to keep it smart, simple and charming. There’s a quiet cheekiness to it. We’re speaking into the disillusionment that’s crept into the AI conversation and making it clear that IBM sees exactly what’s going on – irony and all – and still knows how to build what matters,” she added.
The multi-platform effort includes three broadcast ads that illustrate the role of AI, hybrid cloud, and quantum computing in transforming business operations. Directed by Adam Heshemi for Reset, the ads feature voiceovers by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton.
The campaign also ties into IBM’s ongoing partnership with Scuderia Ferrari HP, where the company recently helped redesign the team’s mobile app using data and AI technologies to enhance digital fan experiences.
Similar applications, IBM noted, are being adopted by clients across industries to improve customer engagement, boost employee productivity, and support data-driven decision-making.
Jonathan Adashek, senior vice president for marketing and communications at IBM, said, “‘Let’s create smarter business’ communicates our ability to equip business leaders with the right perspective and products that will bridge the AI adoption gap and deliver meaningful technology-driven gains that relieve the pressure of unmet expectations. This is more than a campaign. It’s a philosophy that IBM is embracing to transform companies into smarter businesses.”
The ‘Let’s create smarter business’ campaign serves as a refresh and next step in IBM’s ‘Let’s create’ platform, first introduced in 2022. The campaign also reintroduces classic IBM brand elements, including the blue bars. The ads are set to debut during the US Open and will run through 2025 across broadcast, digital out-of-home, print, web, social, and digital video channels.
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