It’s often said innovation begins with asking the right questions—a concept that IBM and Ogilvy lean into with their new campaign, themed “What If?”

Four spots, voiced by Oscar Isaac and directed by Ian Pons Jewell, explore IBM’s capabilities across consulting, data, AI and security. They all underscore, in different ways, the importance of asking big questions that  can lead to the co-creation of equally big technology solutions.

The first spot, airing during the Masters golf tournament—which IBM has been involved with for 25 years now—includes a cameo from pro golfer Kurt Kitayama with added voiceover by sports commentator Jim Nantz. It also establishes the campaign’s inviting visual language, with quirky camera angles, slow-mo bits, and an overall playfulness that makes the largely B2B message feel approachable.

At its core, the launch spot asks: “What if you could remaster the Masters fan experience?” The campaign also continues the “Let’s create” theme introduced last year.

“We first launched ‘Let’s create’ as an open invitation for clients and partners to co-create with IBM by using our hybrid cloud, AI and consulting expertise. Inspired by actual  examples, ‘What if?’ is a continuation of that concept,” said Jonathan Adashek, SVP of marketing and communications at IBM. “With this new campaign, we’re telling stories of how IBM is collaborating with clients and partners to deliver lasting value, while solving their most pressing questions through our technology and services.”   

Here are three more spots:

The question mark from “What If?” is a central visual conceit in the print work, including ads in the Masters program, which you can see below. 

“Every inch of progress the human race has ever made began with a simple question: ‘What if?’ This question is the foundation of every big solution IBM creates with their clients, and is the center point of our new campaign," said Matthew Curry, global executive creative director at Ogilvy. "Using the question mark as an iconic central device, the work captures the spirit of IBM’s co-creation process. From creating arresting print ads about the AI-powered platform IBM created with the Masters to shooting a series of fast-paced films with Ian Pons Jewell and Oscar Isaac, every piece of this campaign brings to life the essence of IBM’s brand platform, ‘Let’s create.’”