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45 Ads, But a Single Message
By: Dwayne W. Waite Jr.
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When trying to prove that one's product or service works, a common strategy is to show it in action. If a consumer can see that a person like them can use the product, and would gain satisfaction from it, they are more likely to consider it.

Maybe even a couple of ad spots would drive the point home.

But 45 spots?

IBM has a new campaign, "Made with IBM," that will show at least 45 different spots of people and businesses using its technology.

According to a NY Times article, the 45 spots will air primarily during the PGA Masters tournament, since the company is aiming at C-Suite executives.

The article also pointed out that although Tiger will not be competing, IBM is not worried about the chance of lower ratings.

How IBM and its agency, the WPP-owned Ogilvy & Mather, did the spots is interesting. Towards the end of each one, the next ad has a nice little preview. The creative officer said it was a way for the total story to be pieced together.

It will be interesting to see how the ads are received. And there could be a fun byproduct of success; IBM used its own technology, called Aspera, to transfer the large video files back after shooting all the ads. Without doing that, the ads for the Masters would not have gotten done in time. Could agencies and other brands use Aspera to expedite their video shooting? 


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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