IBM launches next phase of ’solutions’ advertising theme

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.

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

solution.



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

work.



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 Internet.



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

executions.



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

collapses.



’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.