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Posts Tagged ‘Susan Westre’

IBM’s ‘Smarter Planet’ TV Campaign Gets a Makeover

From Ogilvy and production company Psyop come a new trio of highly animated TV spots for IBM’s “Smarter Planet” campaign.

As we’re told in the release, each of these spots was created with the purpose of giving the campaign a more “visually distinctive” look. In the above spot, “All in the Cloud,” 32 animators, illustrators, designers and modelers were tapped to create an imaginary world existing only in the Cloud. To make this place come to life, “Everything in the spot was painted by hand and then mapped onto 3D wireframes to create the completely bespoke look. Each character has a back story which sparked the animators’ imaginations. Every ‘location’ was extensively researched to make sure the transformed world looked like the real one.” Those who fear change will no doubt breathe a sigh of relief upon seeing that IBM’s blue widescreen bars remain intact.

Since IBM’s green “Smarter Planet” marketing campaign launched in early 2009, its television advertising rarely strayed from zipping through closeups of talking faces. In “Smarter Commerce” (above), we see a cardboard box, a sole narrator, and an army of animated paper figures portraying IBM’s benefit to business efficiency. So, are you “Team Faces” or “Team Animation?” Credits and one more spot follow after the jump.

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Ogilvy Attaches New ECD to IBM Account

After five years at JWT, Walt Connelly is now headed back to Ogilvy to serve  as executive creative director on IBM in the agency’s New York office. During his tenure at JWT, Connelly held the ECD title as well and worked on accounts including Microsoft, Kimberly-Clark, Ford and Bloomberg.

Along with his two stints at O&M (his first time included work on AmEx and Jaguar) and time at JWT, Connelly was an ECD at McCann Worldgroup in San Francisco, where he spent nearly five years, and was a creative at Euro prior to that. In his return to Ogilvy, Connelly will work alongside IBM global CD Susan Westre and North American CCO Steve Simpson, the latter of whom calls the new hire “an ideal fit for Ogilvy and for IBM” in a statement.