Cut to the Chase

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Company: IBM Corp., Armonk, N.Y. Agency: Ogilvy & Mather Worldwide, New York Market: Chief information officers, network administrators Quick chase: One of the challenges of skyscraper ads is the narrow ribbon of vertical space. IBM can only show a sliver of its xSeries server in the narrow space, yet the skyscraper has enough dynamism to arrest the reader, and it has enough pulling power to get the reader to click to the landing page. The ad keeps things lively with an all-cap headline: "Run. Run. Run." It's followed by a brief burst of text that says the server is so reliable that it was almost named the "365x24x7." Clue: This ad packs a lot of punch, despite its limited space, and the landing page offers viewers loads of information. What's not to love?
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