IBM has officially launched its newest global brand campaign, “Let’s create smarter business,” marking a bold step into the new era of enterprise AI. With this initiative, IBM places the spotlight on how emerging technologies particularly AI, hybrid cloud, and quantum computing can help organizations become more productive, agile, and efficient.

Building on its strong legacy of innovation, IBM designed the multi-platform campaign to address the real challenges business leaders face today. As many enterprises shift from small-scale AI pilots to full-scale deployments, IBM emphasizes the need for practical, real-world solutions that deliver measurable value across the organization. Developed by the IBM Brand Marketing team in collaboration with Ogilvy, the campaign reaffirms IBM’s long-standing commitment to progress for its clients and partners.

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To bring this vision to life, the campaign features a series of three broadcast ads. These ads highlight how AI and advanced technologies can transform core business operations, from service and support to operating systems that power daily workflows. Directed by Adam Heshemi for Reset, the ads feature the voice of seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. This collaboration builds on IBM’s role as the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP. Recently, IBM also redesigned the Scuderia Ferrari mobile app, leveraging AI and data technologies to reimagine the fan experience capabilities that extend to businesses across industries.

Jonathan Adashek, Senior Vice President, Marketing and Communications at IBM, explained the essence of the campaign: “‘Let’s create smarter business’ communicates our ability to equip business leaders with the right perspective and products that will bridge the AI adoption gap, and deliver meaningful technology-driven gains that relieve the pressure of unmet expectations. This is more than a campaign. It’s a philosophy that IBM is embracing to transform companies into smarter businesses.”

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Liz Taylor, Global Chief Creative Officer at Ogilvy, added: “‘Let’s create smarter business’ is a fresh articulation of what IBM does best: understanding the real pressures business leaders face, and helping them turn complexity into clarity and technology into lasting impact. Creatively, we wanted to keep it smart, simple and charming. There’s a quiet cheekiness to it. We’re speaking into the disillusionment that’s crept into the AI conversation, and making it clear that IBM sees exactly what’s going on – irony and all – and still knows how to build what matters.”

This campaign builds on IBM’s ‘Let’s create’ platform, first introduced in 2022, marking its next stage of evolution. It also reintroduces iconic IBM brand elements such as the recognizable blue bars. The ads will premiere at the US Open and continue running through 2025 across TV, digital out-of-home, social media, print, web, and video platforms.

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