IBM Launches First Ad Campaign to Introduce Watsonx
Photo: IBM
IBM Launches First Ad Campaign to Introduce Watsonx
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.
Tech company IBM has launched the first ad campaign to formally introduce watsonx, the company’s next generation enterprise-focused artificial intelligence and data platform.
With watsonx, according to IBM, businesses have a unified platform to tap the best of IBM and open-source foundation models to create, deploy, and manage both traditional machine learning and generative AI that can be adapted to new scenarios.
Moreover, client data used to train models with watsonx is not retained by IBM or used to benefit other organizations for any future training purposes, providing a solution with privacy and security.
As the ads demonstrate, watsonx is enabling organizations of all kinds to reap a wide range of benefits with generative AI – from automating customer response times, accelerating code generation, automating key workflows with digital labor in departments such as HR, application modernization, IT automation and more.
“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.”
The campaign uses design language in creative ways to express the benefit of watsonx — in one film the company uses 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, IBM uses what it calls a ‘UI for AI,’ including elements of the product UI in the copy to demonstrate what it can do. Throughout the process, it used AI to inspire or create different aspects of the work.
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 were released on August 28 during the US Open and will 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.
