Ogilvy Advances IBM’s Linux Campaign

NEW YORK IBM has launched the second wave of its “The future is open” campaign supporting the Linux operating system.

The campaign, via Ogilvy & Mather in New York, broke this past weekend with TV spots, supported by print, outdoor and Internet ads. IBM spent $3 million on media behind Linux in September-October 2003, per Nielsen Monitor-Plus.

The new work features the blond-haired boy from the initial campaign launched in September 2003. The boy, who represents open-source Linux, is depicted in various seats of learning, achievement and power worldwide. The 15- and 30-second TV spots feature celebrity voiceovers, with taglines that include “Growing,” “Everywhere,” “Ready” and “Working.”

The online component involves placement of full-length, streaming video versions of the spots on major business-oriented Web sites.

The first spots featured people such as Muhammad Ali, basketball coaching legend John Wooden, actress/director Penny Marshall, chairman of Harvard’s African American studies program Henry Louis Gates and author Sylvia Nasar imparting wisdom to the Linux kid.