IBM’s new ‘What if?’ campaign looks at the big questions that lead to tech-powered solutions
Oscar Isaac narrates Ogilvy’s pleasantly freewheeling spots, directed with visual flair by Ian Pons Jewell

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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.’”
Credits
- Date
- Apr 06, 2023
- Client :
- IBM
- Agency :
- Ogilvy
- CCO & SVP Marketing and Communications :
- Jonathan Adashek
- Vice President Brand Content and Product Marketing :
- Joe Rivas
- VP Brand Marketing :
- Randi Stipes
- VP Brand Experience & Design :
- Todd Simmons
- Global VP of Paid Media & Marketing Automation :
- Robyn McRae
- Media Manager :
- Claudio Zibenberg
- Global Director of Brand Marketing :
- Joseph Prota
- Senior Advertising Manager :
- Gemma Smith
- Manager Brand Marketing :
- Meghan Wolf
- Advertising Manager :
- Jean Gleason
- Advertising Manager :
- Connor Savoye
- Advertising Manager :
- Julie Aguirre
- Global Chief Creative Officer :
- Liz Taylor
- Global Executive Creative Director :
- Matthew Curry
- Executive Creative Director :
- Aste Gutierrez
- Group Creative Director :
- Rachel Frederick
- Group Creative Director :
- Mohamed Diaa
- Creative Director :
- Ryan Quigley
- Associate Creative Director :
- Ben Morejon
- Associate Creative Director :
- Andrew Curtis
- Art Director :
- Nuri Park
- Associate Design Director :
- Stephanie Daniele
- Executive Producer :
- Jack Patrick
- Senior Producer :
- Sarah Pascale
- Executive Music Producer :
- Karl Westman
- Senior Content Producer :
- Nick Bologna
- Senior Business Manager :
- Libby Fine
- Global Managing Director :
- Jeremy Kuhn
- Managing Director :
- Tina Galley
- Executive Group Director :
- David Shaw
- Account Director :
- Jehan Majdali
- Account Supervisor :
- Jeniffer Agudelo
- Director Project Management :
- Brantley Doyle
- Senior Project Manager :
- Lauren Kosche
- Group Strategy Director :
- Jordan Weil
- Strategy Director :
- Brenna Tharnstrom
- Global President Media :
- Archana Deshmukh
- Director Integrated Planning :
- Erica Gorlick
- Media Director :
- Lauren Torres
- Media Director Senior Partner :
- Will Cooley
- Production Company :
- ProdCo
- Director :
- Ian Pons Jewell
- Executive Producer :
- Maddi Carlton
- Head of Production :
- Matt Sanders
- Producer :
- Jon Adams
- MD :
- Zico Judge
- Service Company :
- Blur
- Head of Production :
- Pablo Herraiz
- Producer :
- Veronica Pales
- Production Manager :
- Marc A. Martinez
- Production Coordinator :
- Maria Sanz
- Editorial :
- The Den
- Editor :
- Tobias Suhm
- Editor :
- Aaron Tompkins
- Assistant Editor :
- Evan Carp
- Assistant Editor :
- Aaron Castro
- Executive Producer :
- Kortney Robottom
- Executive Producer :
- Diane Hill
- VFX :
- Mathematic
- Executive Producer :
- Hadi Dahrouge
- Music :
- Aumeta
- Producer :
- Tim Harrison
- Music :
- Storefront Music
- Color :
- Electric Theatre Collective
- Colorist :
- Luke Morrison
- Color Producer :
- Olivia Jessop
- Mix :
- Sonic Union
- Mix Engineer :
- David Papa
- Mix Engineer :
- Julienne Guffain
- Head of Production :
- Pat Sullivan
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