IBM is one of three sponsors of the Masters Golf Tournament. Over the event's five days, IBM commercials run about 70 times. Typically that means the audience sees the same few spots over and over, which is not fun for them. So we (Ogilvy New York’s IBM team) decided to do something that had never been done before: Make 70 unique spots.
Here are the five I wrote.
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.
Read about it (except the part about my ECD getting shingles) in Ad Week and the New York Times.