IBM has introduced a new brand campaign, “Let’s create smarter business,” aimed at addressing the challenges businesses face in adopting artificial intelligence. The campaign highlights IBM’s focus on using emerging technologies to improve productivity, efficiency, and agility for enterprise clients.
The campaign includes three new broadcast advertisements, produced by the IBM Brand Marketing team in collaboration with Ogilvy. The ads are directed by Adam Heshemi for Reset and feature voiceover by Lewis Hamilton, a seven-time Formula 1 World Champion and current Scuderia Ferrari HP driver. Hamilton’s involvement aligns with IBM’s role as the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP.
Recently, IBM worked with Scuderia Ferrari HP to launch a redesigned mobile app that leverages data and AI technologies to enhance the digital fan experience. These same tools are available to other IBM clients across different sectors to support customer engagement, employee productivity, and informed decision-making through data-driven insights.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, explained: “‘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.”
Liz Taylor, Global Chief Creative Officer at Ogilvy, added: “‘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. 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.”
