IBM, the computer giant, launches the next phase of its ’solutions
for a small planet’ campaign this week with advertising that
demonstrates how the Internet can solve business problems.
The three 30-second films, which were created by Ogilvy and Mather in
Paris and New York, each present a common business problem in a
documentary-style format. At the end of the ads, IBM provides the
In the first commercial, called ’conference call’, we witness a
telephone meeting about the design of a brochure between a US-based team
and several of its clients. The conference quickly descends into chaos
when conventional tools, such as speaker phones and faxes, fail to
The scene switches to a demonstration of an Internet transaction, which
shows a document being sent around the world. Comments follow
instantaneously from different offices. ’IBM makes working together
actually work, ’ the voiceover says.
The second ad, ’whizzy Websites’, focuses on two young blokes trying out
The commercials are supported by a press campaign that explains IBM’s
solutions in greater detail. The campaign will run for six weeks in the
UK on TV and in the press, returning in the autumn with new
Media planning and buying is through the Network.
’Hello’ says one client over the speakerphone. ’Guten Tag!’ replies one
of the US executives. The client snaps: ’It’s after midnight here.’
Another executive asks: ’Did everybody get the fax?’ A client on the
speaker phone shouts: ’Could you speak louder?’ Another replies: ’This
is Hans, from Germany. We got the fax. It’s all black.’ The executives
desperately try to describe the brochure - ’there’s a woman in jeans.
She’s standing on a man’s feet,’ says one. ’Only their heads are cut
off ...’ adds another.
A client shouts irritably over the speakerphone: ’This is Yoshi. We have
no fax. Nothing.’ The executives look fraught, as the meeting
’We’re checking out different business Websites,’ answers one. He is
backed up by his friend who says grandly: ’We’re trying determine our
Website strategy.’ ’Do you guys do this all day?’The woman looks
scornful: ’Website strategy, huh?
The voiceover announces: ’IBM helps business Websites do business.’
A female colleague asks: Ever think about using this to sell something?’
The film cuts to a demo of a business Website where the transactions are
all done over the Net.