Ogilvy & Mather New York launched a new campaign for Siemens championing the brand as providing “Ingenuity for Life.”
The campaign shows how the brand’s technology impacts society, as in the the ad “Ingenuity is shaping America’s future.” In the spot, the power goes out in a young boy’s room during a storm and a city power official struggles to deal with the situation. Visualizing Siemen’s digital grid, the spot shows how the company manages and re-routes power so that the lights come back on quickly, much to the boy’s, and the official’s, relief. A second spot, “Manufacturing is undergoing a transformation,” focuses on how the brand’s technology helps manufacturers work more efficiently. In addition to the two launch spots, the campaign will include a third video and print ads which will run in publications including Time, Bloomberg Businessweek, The Wall Street Journal and The Washington Post.
“‘Ingenuity for Life’ is a new brand claim, but it’s reflective of what’s been in our DNA since we were founded in 1847,” Siemens senior vice president, marketing communications Greg Gibbons told AdAge. “We’ve lived through a lot of big changes in the world, and we’ve been helping to drive these technologies and game-changers forward.”