IBM’s new TV commercials made with IBMers

made-with-ibm-squareFollowing on from my previous post about the new “Made with IBM” TV spots shown during the US Masters, you can now view all of the spots on YouTube.

A number of publications have profiled the new spots such as the New York Times, Forbes, and AdAge.

The 1:19 spot below sets up the series well.


What is truly interesting about the 60 or so TV spots generated, is the use of IBM’s own employees for many of the commercials.

the-social-employee-coverAs Cheryl and Mark Burgess pointed out in their excellent book “The Social Employee“, IBM absolutely lives its brand through its people, affectionately called “IBMers”.

At a keynote speech IBM’s CEO Ginni Rometty delivered at the Council on Foreign Relations in March 2013, Host Jim Owens asked Ginni “Does IBM, do you believe have a culture that truly differentiates itself from other companies either in a technology space of more broadly?”

The question and Ginni’s answer can be seen at the 47:24 mark on the video below, which talks about how IBMers are different and how IBMers aspire to live the IBM values.

As a celebration of the 17 IBMers that appeared in TV spots during the new “Made with IBM” campaign, presented below are their spots, along with the names of the IBMers featured. If I have missed any off, I was going from the playlist of TV spots on YouTube and will add to the list as I find more.

No. 2 Recipes made with IBM Watson featuring IBMer Mahmoud Naghshineh


No. 8 Collaboration made with social
 featuring IBMer Andrew Grill


No. 10 Presence made with mobile
 featuring IBMer Mylissa Tsai


No. 11 New markets made with cloud
featuring IBMer Cleveland Bonner


No. 12 Delivery made with cloud
featuring IBMer Tom Ward


No. 15 Apps made with data
 featuring IBMer Chris Galante


No. 19 Electronic Medical Records in the Cloud
featuring IBMer Adam Kocoloski


No. 22 Reach made with mobile
featuring IBMer Chris Galante


No. 23 Green eMotion: Road trips made with cloud
 featuring IBMer Gerhard Baum


No. 26 Innovation made with cloud
featuring IBMer Jason McGee


No. 28 Influence made with social
featuring IBMer Renee Ducre

I’ve met Renee on a number of occasions and it is great that she has voiced this particular TV spot as she is passionate about social business.


No. 30 Security made with data
featuring IBMer Caleb Barlow


No. 31 A world made with data
featuring IBMer Megan Daniels


No. 38 Engagement made with mobile
 featuring IBMer Hayley Caslin


No. 40 Advantage made with data
featuring IBMer John Cohn


No. 51 Gamers made with Cloud
featuring IBMer Lance Crosby


No. 62 Disruptive innovation made with IBM Watson
featuring IBMer Mike Barborak


No. 65 Influence made with social
featuring IBMer Katie Keating

Katie is another IBMer passionate about social business.

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Based in London, Andrew is an internationally renowned thought leader in the field of social business and social media networks. Andrew is Global Managing Partner, Social Consulting at IBM.