IBM, Ogilvy Look into the Future

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IBM: Looking to the future.
IBM will follow a new print campaign with a series of television spots this weekend, all part of an effort from Ogilvy & Mather/New York touting the "On Demand Era" of flexible services that, the campaign claims, only IBM can provide. The campaign broke as an insert in yesterday's issues of The Wall Street Journal, The New York Times and San Jose Mercury News, and continues in three comedic spots from director Joe Pytka.

The spots follow in the footsteps of IBM's longrunning letterbox campaign, but with a little magical realism thrown in. In each spot, executives consider a business solution that promises everything: a magic lamp, binoculars that see the future and a "universal business adapter." The only problem is that none of these solutions exist, which -- the spots conclude -- is why you should call IBM.

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