Ogilvy Has Summer Fun With IBM

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IBM takes a whimsical detour this week from its sports-metaphor theme, “e-business—play to win,” with a lighthearted summer national TV campaign.

Created by WPP Group’s Ogilvy & Mather, New York, the warm-weather effort is backed by an estimated $35 million in spending, sources said.

“In the fall through the spring, you have a lot of big events—primarily sports, of course—that you can advertise on and look to tie the brand into,” said Tom Bagot, associate creative director at Ogilvy.

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