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TV campaign

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IBM Corp.

Agency: Ogilvy & Mather Worldwide, New York


The demands of a fast-paced, ever-changing business environment seem more manageable in a series of spots promoting IBM Corp.'s "On Demand" concept.

The spots-all appearing in the familiar IBM blue letterbox format-pitch more than just the company's products or consulting services. "It's an entire mindset that people would take in terms of how they can build and structure their business," said Andy Berndt, creative director for Ogilvy & Mather Worldwide, New York.

As a result, the spots don't attempt to sell a particular IBM product or service, but the notion that technology is at the heart of the game. In the best of these spots, a businessman lounging in a streetside Paris cafe communicates with a colleague who's walking down a street in London. From his wireless handheld device in London, the businessman sends a new set of plans demanded by a client to his colleague in Paris, who instantly reviews the plan. It looks so easy, so matter of fact.

The underlying message in all the spots is that IBM's services and technology can help a business stay in or even stay ahead of the game. "An On Demand business has the ability to react quickly to anything that is thrown at it. It is a holistic approach," Berndt said. M

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