IBM’s Striking Campaign Asks A Simple Question: ‘What if?’

This week, IBM is building on its brand platform “Let’s create” with a new campaign that asks a powerful question: “What if?” 

Conceptualised and executed by the IBM Brand Marketing team and Ogilvy, IBM’s new ad campaign “What if?” underscores the importance of asking big questions that can lead to the co-creation of equally big technology solutions.  Four distinct ads were designed to bring IBM’s key capabilities to life across consulting, data, AI and security. The ads draw inspiration from the company’s work with clients across a variety of industries. They take audiences on a journey to better understand IBM’s expertise and technology, paving the way for innovative collaborations with clients and partners.    

Filmed by ProdCo’s Ian Pons Jewell, Golden Globe-winning and Emmy-nominated actor and producer Oscar Isaac provides the voice over interaction in each scene. One installment includes professional golfer Kurt Kitayama with voice over by sports commentator Jim Nantz. It is conveyed through the lens of IBM’s 25-year partnership with the Masters Tournament, leading to the co-creation of new fan experiences through cloud and AI technologies.  

The launch spot, which is airing during the Masters, asks: “What if you could remaster the Masters fan experience?". The additional spots ask the questions: “What if buildings could tell you how they could be more efficient?”, “What if beer could get to the right place, at the right time, all the time?”, “What if you could make analysing a big bank’s data...no big deal?”.  

“We first launched ‘Let’s create’ as an open invitation for clients and partners to co-create with IBM by using our hybrid cloud, AI and consulting expertise. Inspired by actual examples, ‘What if?’ is a continuation of that concept,” said Jonathan Adashek, senior vice president, Marketing and Communications at IBM. “With this new campaign, we’re telling stories of how IBM is collaborating with clients and partners to deliver lasting value, while solving their most pressing questions through our technology and services.”   

“Every inch of progress the human race has ever made began with a simple question: ‘What if?’ This question is the foundation of every big solution IBM creates with their clients, and is the centre point of our new campaign," said Matthew Curry, global executive creative director at Ogilvy. "Using the question mark as an iconic central device, the work captures the spirit of IBM’s co-creation process. From creating arresting print ads to shooting a series of fast-paced films with Ian Pons Jewell and Oscar Isaac, every piece of this campaign brings to life the essence of IBM’s brand platform.” 

“What if?” is the next phase of “Let’s create,” which launched in 2022 and is IBM’s most significant brand initiative in more than a decade. The spots will debut during the Masters Tournament and run throughout the year. The campaign will also include broadcast, connected TV, digital video, print and social.