IBM and Ogilvy reimagine AI adoption with fresh brand push

IBM has introduced a new brand campaign, Let’s create smarter business, positioning the company’s technology portfolio as a driver of productivity, efficiency and agility for enterprises adopting AI at scale.

The campaign highlights the challenges businesses face as they shift from experimental pilots to large-scale AI solutions. Developed by IBM’s Brand Marketing team with Ogilvy, it reflects the company’s long-standing focus on applying technology to address real-world business needs.

Broadcast campaign with Lewis Hamilton

The campaign features three broadcast spots directed by Adam Heshemi of Reset and voiced by Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. The ads showcase how AI, hybrid cloud and quantum computing can transform operations across industries.

IBM recently worked with Scuderia Ferrari HP to redesign its mobile app, combining data and AI technologies to reimagine digital fan engagement. The same capabilities are highlighted in the campaign as examples of how IBM helps clients enhance customer experience, boost productivity and make data-driven decisions.

Jonathan Adashek, Senior Vice President, Marketing and Communications, IBM: "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."

Creative direction with Ogilvy

Liz Taylor, Global Chief Creative Officer, Ogilvy: "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."

The campaign builds on IBM’s Let’s create platform, launched in 2022, and reintroduces the brand’s blue bar visual identity. It will roll out globally across broadcast, digital out-of-home, print, web, social and digital video, beginning with the US Open.