IBM Goes Medieval to Promote Consulting Services

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IBM "Big Picture"
In a new campaign that breaks this weekend, IBM promotes its consulting services by comparing the modern boardroom to the royal roundtables of old. In five new spots from Ogilvy & Mather/N.Y. and director Joe Pytka, we see Sir Arthur's Business Roundtable at work. Each scene flashes from the present to the Middle Ages as today's executives and yesterday's knights face timeless challenges involving change, giants, witches and commodification. Ultimately, the execs realize they need the help of "The Other IBM."
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