IBM Launches "Let's create smarter business" Campaign Featuring Lewis Hamilton to Bridge the AI Adoption Gap

IBM Launches "Let's create smarter business" Campaign to Close the AI Adoption Gap

September 3, 2025

IBM has introduced its latest brand campaign, "Let's create smarter business." This initiative reflects the company’s focus on enterprise AI and its goal to help businesses become more productive, efficient, and agile through emerging technologies.

The campaign addresses the challenges business leaders face when moving beyond AI experiments to implementing solutions that deliver real value across their organizations. Developed in partnership with Ogilvy, the campaign highlights IBM’s long history of innovation and support—from core operating systems to AI, hybrid cloud, and quantum computing.

Campaign Highlights and Creative Approach

The campaign features three new broadcast ads voiced by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. As IBM’s Official Fan Engagement and Data Analytics Partner for Scuderia Ferrari HP, Hamilton’s involvement underscores IBM’s use of AI and data to reshape experiences—not just in sports, but across industries.

IBM recently launched a redesigned Scuderia Ferrari mobile app that combines data and AI to enhance fan interaction. These same technologies help IBM clients improve customer experiences, boost employee productivity, and make smarter, data-informed decisions.

What IBM Aims to Achieve

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, explains that the campaign is more than just marketing—it’s a philosophy. IBM wants to equip business leaders with the tools and insights needed to bridge the AI adoption gap and achieve measurable results.

Liz Taylor, Global Chief Creative Officer at Ogilvy, adds that the campaign speaks directly to the skepticism around AI by acknowledging the irony and challenges, while showing IBM’s clear path to building meaningful solutions.

Campaign Rollout and Brand Identity

"Let's create smarter business" builds on IBM’s 2022 "Let's create" campaign and reintroduces iconic brand elements like the blue bars. The ads will launch during the US Open and run throughout 2025 across broadcast, digital out-of-home, print, web, social media, and digital video platforms.

About IBM

IBM is a global leader in hybrid cloud, AI, and consulting services. The company supports clients in over 175 countries by helping them leverage data insights, streamline operations, reduce costs, and gain competitive advantage. IBM’s hybrid cloud platform and Red Hat OpenShift enable rapid, secure digital transformation across industries including financial services, telecommunications, and healthcare.

IBM’s innovations in AI, quantum computing, and industry-specific cloud solutions come with a strong commitment to trust, transparency, responsibility, inclusivity, and service. For more information, visit www.ibm.com.