Ogilvy Help IBM Launch The New Brand Platform, "Made with IBM"

There is a peculiarity to being an advertiser in the Masters Golf Tournament in the US. The officials of the Masters tightly control and carefully limit the number of advertisers. And, typically, these advertisers will fill 50 or 60 slots with 5 to 8 commercials. Since the viewers of the Masters are particularly avid, the audience usually sees the same commercials many, many times. 

This year, Ogilvy and IBM will offer viewers relief by airing a series of 62 unique commercials, each of which will run only once during the Masters. It is, in other words, "a continuous 35 minutes of film of a new world at work, interrupted by golf." 

For Ogilvy & Mather and their partners, the launch of “Made with IBM” is the culmination of a strenuous material act of “agile” content creation: over 30 interviews of IBMers and IBM clients conducted by film directors, journalists and O&M staff; 14 shoots, carried out with directors and crews on 5 continents and in nearly 20 countries. Editorial and post-production operated around the clock in the Eyepatch facility at O&M NY. Ogilvy put together a making-of video.

Ogilvy also designed an innovative, responsive web experience for deeper content as well as a full YouTube channel and we created 7 Wall Street Journal ads along the way.