NEWS: IBM set to sponsor Discovery output through pounds 4m O&M ads

Ogilvy and Mather has tied up a sponsorship deal with IBM in the UK that will result in the computer giant’s first local work since its US-led global branding campaign was launched in January.

Ogilvy and Mather has tied up a sponsorship deal with IBM in the UK that

will result in the computer giant’s first local work since its US-led

global branding campaign was launched in January.



The deal centres around a range of more than 20 break bumpers, created

by O&M London, to promote three programmes showing on the Discovery

Channel. The programmes, Beyond 2000, Future Quest and Invention, are

meant to highlight the latest technological discoveries in a down-to-earth manner, while the spots attempt to mirror them in a humorous

treatment.



The idents, directed by John Howard Davies of Fawlty Towers, Steptoe and

Son and Mr Bean fame, show an enthusiastic but nerdy science teacher

valiantly struggling to bring the subject to life for his bemused

pupils.



One spot shows the teacher complete with 70s clothes and National Health

Service spectacles grooving along to music with his pupils in order to

explain how it feels to be a molecule in boiling water. Another ad shows

him dropping apples on a pupil’s head to explain how the theory of

gravity was discovered.



The five- and ten-second films were created by O&M’s art director, Mark

Orbine, and the copywriter, John McLaughlin. The executions were

directed through Smith Hatfield.



Steve Barton, O&M’s group director, said: ‘It was very difficult to get

this sponsorship through because IBM is so keen to have one brand.

However, we have been able to keep the brand on track and also exploit

the different media opportunities available in the UK.’



O&M’s global campaign for IBM broke in January using the line ‘Solutions

for a small planet.’ The campaign is part of a year-long UK drive worth

pounds 12 million. In the UK, the computer giant will be putting pounds

4 million behind its pre-Christmas burst, which includes TV and poster

work.



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