The new brand campaign includes the voices of seven Formula 1 World Champions and Scuderia Ferrari HP Driver Lewis Hamilton At the TV spot
Armonk, New York, September 3, 2025 /prnewswire/ -ibm(nyse: IBM) Today we launched our latest brand campaign, “Create a Smarter Business.” Designed for a new era of enterprise AI, “Let's Create Smarter Businesses” Spotlight illuminates IBM's innovative approach to the application of emerging technologies as a way to make your business more productive, efficient and agile.
Multi-platform campaigns take advantage of the many challenges and pressures business leaders face as they move from experimental AI pilots to real-world solutions that drive value across the organization. Developed by the IBM Brand Marketing Team and Ogilvy, Let's Create Smart Businesses Nods to our long-standing commitment to progress and innovation on behalf of our clients and partners.
From services and support to the many operating systems at the heart of how businesses run, a series of three new broadcast ads highlight the possibility that cleverly applied AI, hybrid cloud and Quantum could change the way work is completed.
Three broadcast ads filmed by Adam Heshemi for the reset feature narration by seven F1 world champions and Scuderia Ferrari HP drivers Lewis Hamilton. As the official fan engagement and data analytics partner for Scuderia Ferrari HP, IBM recently introduced the fully redesigned Scuderia Ferrari mobile app. Combining data and AI technology, we rethink the digital fan experience. These same technologies can be used by IBM clients across the industry to enhance customer experiences, helping employees reach new levels of productivity and helping them make more informed, data-driven business decisions.
“Let's create smarter businesses” conveys business leaders their ability to equip business leaders with the right perspective and products to bridge the adoption gap for AI, and to provide meaningful, technology-driven benefits to alleviate pressures of unmet expectations,” he said. Jonathan AdashekSenior Vice President of Marketing and Communications, IBM. “This is more than a campaign. It's a philosophy that IBM embraces to turn businesses into smarter businesses.”
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“'lET's Create Smarter Business is a fresh expression of what IBM does most. We help business leaders understand the real pressure they face and turn complexity into clarity and technology.” Liz TaylorGlobal Chief Creative Officer, Ogilby. “Creatively, we wanted to keep it smart, simple and attractive. It has quiet cheeks. We're talking about the disillusionment that creeped into the AI conversation.
“Let's Create Smarter Business” is a strategic refresh and the next evolution of “Let's Create,” launched in 2022. The campaign also marks the return of iconic IBM brand stocks such as The Blue Bars. The spot debuted during the US opening and will be held throughout 2025. These include broadcasting, out-of-digital, printing, web, social video, and social video.
About IBM
IBM is a leading global hybrid cloud and AI provider and consulting expertise. Help clients from over 175 countries leverage insights from data, streamline business processes, reduce costs and gain competitiveness in the industry. Thousands of governments and business institutions in critical infrastructure areas such as financial services, telecommunications, and healthcare rely on IBM's hybrid cloud platform and Red Hat OpenShift to quickly, efficiently and safely impact digital transformations. IBM's groundbreaking innovations in AI, quantum computing, industry-specific cloud solutions and consulting provide clients with open and flexible options. All of this is supported by IBM's long-standing commitment to trust, transparency, responsibility, inclusivity and services. For more information, please visit www.ibm.com.
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IBM Communication
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Source IBM
