IBM Unveils Innovative Brand Campaign Featuring Lewis Hamilton
Sept. 3, 2025, Armonk, N.Y. – IBM has launched its latest brand campaign, "Let’s create smarter business," aimed at revolutionizing the application of artificial intelligence (AI) within enterprises. This campaign, designed specifically for the new era of enterprise AI, focuses on IBM’s innovative strategies for using cutting-edge technologies to enhance business productivity, efficiency, and agility.
The new campaign is a multi-platform initiative that highlights the wide array of challenges and pressures that business leaders face as they transition from experimental AI pilots to real-world solutions. Developed by IBM’s Brand Marketing team in collaboration with Ogilvy, the campaign underscores IBM’s longstanding dedication to progress and innovation for its clients and partners.
Campaign Highlights
The campaign features a series of three new broadcast advertisements that emphasize the transformative potential of AI, hybrid cloud, and quantum computing. These technologies are portrayed as pivotal tools for reshaping how work is executed within organizations. The advertisements were expertly filmed by Adam Heshemi for Reset and are narrated by the distinguished seven-time Formula 1 World Champion and Scuderia Ferrari HP driver, Lewis Hamilton.
IBM, as the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, recently unveiled a redesigned Scuderia Ferrari mobile app. This app leverages data and AI technologies to redefine the digital fan experience, showcasing technologies that IBM’s clients use across various industries. These technologies help businesses provide enhanced customer experiences, empower employees to achieve greater productivity, and support data-driven decision-making.
A Philosophy for Smarter Business
Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, stated, "’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."
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."
Evolution and Continuity
The "Let’s create smarter business" campaign is a strategic refresh and evolution of IBM’s "Let’s create" initiative that was unveiled in 2022. The campaign marks the return of IBM’s iconic brand symbol, the blue bars. The advertisements will make their debut during the US Open and will continue to run throughout 2025, featuring across a wide range of platforms including broadcast, digital out-of-home, print, web, social, and digital video.
IBM’s Global Impact
As a leading provider of global hybrid cloud and AI solutions, IBM supports clients in over 175 countries. The company helps these clients leverage insights from their data, streamline business processes, reduce costs, and gain a competitive edge in their respective industries. IBM’s hybrid cloud platform and Red Hat OpenShift are trusted by thousands of governments and corporations in critical infrastructure sectors such as financial services, telecommunications, and healthcare for efficient and secure digital transformations.
IBM’s groundbreaking innovations in AI, quantum computing, industry-specific cloud solutions, and consulting services offer open and flexible options to their clients. This is backed by IBM’s unwavering commitment to trust, transparency, responsibility, inclusivity, and service.
For more information about IBM and its services, visit www.ibm.com.
Additional Insights
This campaign is significant not only for its innovative approach but also for the involvement of Lewis Hamilton, a prominent figure in sports. His participation adds a layer of excitement and credibility to the campaign, bridging the gap between high-performance sports and high-performance computing.
Moreover, the campaign’s timing aligns with the growing interest and need for businesses to adopt AI and cloud-based solutions to stay competitive. As industries continue to face rapid technological advancements, campaigns like IBM’s play a crucial role in educating and inspiring business leaders to embrace these changes.
The campaign also highlights IBM’s strategic partnerships and its role in facilitating digital transformations across industries. By showcasing real-world applications of AI and data technologies, IBM reinforces its position as a leader in the tech industry.
In conclusion, IBM’s "Let’s create smarter business" campaign represents a bold step forward in promoting the adoption of AI and other emerging technologies in the business world. It serves as both a call to action and a demonstration of IBM’s commitment to helping businesses navigate the complexities of the digital age.
For more Information, Refer to this article.
