IBM is one of three sponsors of the Masters Golf Tournament. Over the event's five days, IBM commercials run about 70 times. That means the audience sees the same few spots over and over, which is not fun for them.
So Ogilvy New York decided to do something crazy: Make 70 unique spots.
The series was called “Made with IBM.” Here are the five I wrote.
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🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times 🏆 Effie winner ⚡ Covered in the NY Times
Each spot told a 30-second story about how IBM had helped build a smarter planet, and all the spots worked together as a series.
Working with Joe Pitka and Wondros, the entire global IBM team worked nonstop for three months to pull it off. It was pure torture. We all questioned our sanity. My ECD got shingles. Remind us never to do anything like this again.
NEXT PROJECT >>
PRESS & HONORS
🏆 Effie Award, Silver - Business to Business
🏆 Effie Award, Silver - Corporate Reputation
🏆 Effie Award, Bronze - Media Innovation, Existing Channel
The New York Times, “Masters Spots Will Tell IBM’s Story in a New Way”
AdWeek, “Ad of the Day: IBM Ran 62 Different Spots on the Masters. So, How Did That Go?”
MADE WITH IBM
IBM · Ogilvy NY
Copywriter
Shannon Murphy
IBM Creative Team (NY)
Joe Perry, Sam Mazur, Fred Kovey, Jillian Watkins, Mike Lomanto, Denise Zurilgen, Lauren Costa, Lauren Miller, Sue Murphy, Ramona Tadoca, Okan Usta, Brett Miller, Chris Reardon, Nicholas Rezabek, Anne Davidson, Julianne Hadem, James Chana
Executive Creative Directors
Mike Hahn & Ryan Blank
Chief Creative Officer
Steve Simpson
Group Account Director
Jeremy Kuhn
Head of Production
Lee Weiss
Director
Jesse Dylan
Production Company
Wondros
Editorial
Friendshop
…and many, many, many, many, many more.
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