IBM Addresses the AI Adoption Gap with "Let's create smarter business"
IBM (NYSE:IBM) has launched a new brand campaign titled "Let's create smarter business" focused on enterprise AI adoption. The multi-platform campaign features Formula 1 champion Lewis Hamilton as the voice of three broadcast advertisements, highlighting IBM's approach to implementing AI, hybrid cloud, and quantum technologies for business transformation.
The campaign, developed with Ogilvy, addresses the challenges businesses face in moving from AI pilots to comprehensive solutions. It builds upon IBM's role as Scuderia Ferrari's Official Fan Engagement and Data Analytics Partner, where IBM recently redesigned Ferrari's mobile app using AI technologies. The campaign will run throughout 2025 across broadcast, digital, print, and social media platforms, debuting during the US Open.
IBM (NYSE:IBM) ha lanciato una nuova campagna di brand intitolata "Let's create smarter business" incentrata sull'adozione dell'AI in ambito aziendale. La campagna multipiattaforma vede il campione di Formula 1 Lewis Hamilton come voce di tre spot broadcast e mette in luce l'approccio di IBM all'implementazione di AI, hybrid cloud e tecnologie quantistiche per la trasformazione delle imprese.
Ideata con Ogilvy, la campagna affronta le difficolt脿 che le aziende incontrano nel passare da progetti pilota di AI a soluzioni su larga scala. Si basa anche sul ruolo di IBM come Official Fan Engagement and Data Analytics Partner della Scuderia Ferrari, dove IBM ha recentemente riprogettato l'app mobile di Ferrari utilizzando tecnologie AI. La campagna andr脿 in onda per tutto il 2025 su tv, digitale, stampa e social, debuttando durante lo US Open.
IBM (NYSE:IBM) ha lanzado una nueva campa帽a de marca titulada "Let's create smarter business" centrada en la adopci贸n de IA empresarial. La campa帽a multiplataforma cuenta con el campe贸n de F贸rmula 1 Lewis Hamilton como voz de tres anuncios broadcast, destacando el enfoque de IBM para implementar IA, cloud h铆brido y tecnolog铆as cu谩nticas en la transformaci贸n empresarial.
Desarrollada con Ogilvy, la campa帽a aborda los retos que enfrentan las empresas al pasar de pilotos de IA a soluciones integrales. Se apoya en el papel de IBM como Official Fan Engagement and Data Analytics Partner de Scuderia Ferrari, donde IBM redise帽贸 recientemente la app m贸vil de Ferrari usando tecnolog铆as de IA. La campa帽a se emitir谩 a lo largo de 2025 en televisi贸n, digital, prensa y redes sociales, debutando durante el US Open.
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IBM (NYSE:IBM) a lanc茅 une nouvelle campagne de marque intitul茅e "Let's create smarter business" ax茅e sur l'adoption de l'IA en entreprise. La campagne multi-plateforme met en sc猫ne le champion de Formule 1 Lewis Hamilton comme voix de trois spots t茅l茅vis茅s, soulignant l'approche d'IBM pour d茅ployer l'IA, le cloud hybride et les technologies quantiques dans la transformation des entreprises.
D茅velopp茅e avec Ogilvy, la campagne r茅pond aux d茅fis que rencontrent les entreprises pour passer des projets pilotes d'IA 脿 des solutions compl猫tes. Elle s'appuie sur le r么le d'IBM en tant qu'Official Fan Engagement and Data Analytics Partner de la Scuderia Ferrari, o霉 IBM a r茅cemment repens茅 l'application mobile de Ferrari en utilisant des technologies d'IA. La campagne sera diffus茅e tout au long de 2025 脿 la t茅l茅vision, en digital, en presse et sur les r茅seaux sociaux, et fera ses d茅buts pendant l'US Open.
IBM (NYSE:IBM) hat eine neue Marken-Kampagne mit dem Titel "Let's create smarter business" gestartet, die sich auf die Einf眉hrung von Enterprise-AI konzentriert. Die plattform眉bergreifende Kampagne setzt Formel-1-Champion Lewis Hamilton als Stimme von drei TV-Spots ein und hebt IBMs Ansatz zur Umsetzung von KI, Hybrid-Cloud und Quanten-Technologien zur Unternehmens颅transformation hervor.
Die mit Ogilvy entwickelte Kampagne adressiert die Herausforderungen, denen Unternehmen beim 脺bergang von KI-Pilotprojekten zu umfassenden L枚sungen gegen眉berstehen. Sie baut auf IBMs Rolle als Official Fan Engagement and Data Analytics Partner von Scuderia Ferrari auf, wo IBM k眉rzlich die Ferrari-Mobile-App mithilfe von KI neu gestaltet hat. Die Kampagne l盲uft 2025 眉ber Broadcast-, digitale-, Print- und Social-Media-Kan盲le und startet w盲hrend der US Open.
- Strategic brand refresh incorporates iconic IBM elements while modernizing message for AI era
- Partnership with high-profile sports figure Lewis Hamilton adds credibility and reach
- Campaign addresses real business challenges in AI adoption and implementation
- No specific metrics or targets provided for campaign success
- No concrete examples of AI implementation benefits or case studies
New brand campaign features voice of seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton in television spots
The multi-platform campaign brings to life the many challenges and pressures business leaders face as they move from experimental AI pilots to real-world solutions that drive organization-wide value. Developed by the IBM Brand Marketing team and Ogilvy, "Let's create smarter business" nods to the company's long-standing commitment to progress and innovation on behalf of clients and partners.聽
From service and support to the many operating systems at the heart of how a business runs, a series of three new broadcast ads underscore the potential for expertly applied AI, hybrid cloud and quantum to change how work gets done.聽
Filmed by Adam Heshemi for Reset, the three broadcast ads feature voiceover by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. As the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, IBM recently introduced a completely redesigned Scuderia Ferrari mobile app that combines data and AI technologies to reimagine the digital fan experience. These same technologies are used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions.
"'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," said Jonathan Adashek, Senior Vice President, Marketing and Communications, IBM. "This is more than a campaign. It's a philosophy that IBM is embracing to transform companies into smarter businesses."
"'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, 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 鈥� irony and all 鈥� and still knows how to build what matters."
"Let's create smarter business" is a strategic refresh and next evolution of "Let's create," which launched in 2022. The campaign also marks the return of iconic IBM brand equities such as the blue bars. The spots will debut during the US Open and run throughout 2025, including broadcast, digital out-of-home, print, web, social and digital video.
About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of governments and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM's breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit聽www.ibm.com for more information.
Media Contact
Jessica Chen
IBM Communications
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