Launch date: March 2011
Creative credits: Managing director, worldwide: Michael Dobak; executive group director: Kimberly Duffy; group account director: Ty Kendig; managing supervisor: Nicole Pinochet; account supervisor: Ben Ende; account supervisor: Lauren Pollare
Why we liked it: Great marketing often doesn't seem like marketing at all. IBM created a computer—named Watson after the company's founder—that could sort through unstructured data, such as writing, to answer questions. Watson faced human “Jeopardy!” champions and, remarkably, won. The contest demonstrated that IBM remains a player in the latest round of tech advancements.