A new IBM print and TV advertising campaign, designed to convey a listening-and-responding approach to customers will kick off in the US on April 17: somewhat ironically, IBM explains that each ad features a customer – IBM admits it’s really a series of actors standing in for the Real Thing – looking into the camera, and discussing how a solution was provided, and adds that the tone of the campaign is set by the line, This is not the IBM I thought I knew: the new series is the first major campaign that the advertising agency Wells, Rich, Greene has handled for IBM.
