Ibm Bets 4 5b On Ai Enterprise Revolution With Lewis Hamilton Voiced

Bonisiwe Shabane

-Dec 27, 2025, 9:15 AM

ibm bets 4 5b on ai enterprise revolution with lewis hamilton voiced

New brand campaign features voice of seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton in television spots ARMONK, N.Y., Sept. 3, 2025 /PRNewswire/ -- IBM (NYSE: IBM) today launched its newest brand campaign, "Let's create smarter business." Designed for the new era of enterprise AI, "Let's create smarter business" spotlights IBM's innovative approach to... The multi-platform campaign brings to life the many challenges and pressures business leaders face as they move from experimental AI pilots to real-world solutions that drive organization-wide value. Developed by the IBM Brand Marketing team and Ogilvy, "Let's create smarter business" nods to the company's long-standing commitment to progress and innovation on behalf of clients and partners. From service and support to the many operating systems at the heart of how a business runs, a series of three new broadcast ads underscore the potential for expertly applied AI, hybrid cloud and...

Filmed by Adam Heshemi for Reset, the three broadcast ads feature voiceover by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. As the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, IBM recently introduced a completely redesigned Scuderia Ferrari mobile app that combines data and AI technologies to reimagine the digital fan... These same technologies are used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions. IBM has unveiled its most ambitious AI-focused brand campaign in company history, “Let’s create smarter business,” featuring seven-time Formula 1 World Champion Lewis Hamilton as narrator to address the critical gap between AI experimentation... The campaign, developed with Ogilvy and launching during the US Open, represents IBM’s strategic positioning as the enterprise AI partner capable of transforming entire organizations rather than just individual productivity tools. The timing reflects urgent market realities: 73% of companies spend over $1 million annually on AI initiatives, yet 32% of C-suite executives report no significant revenue impact from their investments.

This widening disconnect between AI spending and business results has created what IBM identifies as the “AI adoption gap”—the challenge of moving from promising pilot projects to enterprise-wide transformation that delivers measurable value. IBM’s campaign distinguishes itself by targeting comprehensive business intelligence rather than consumer-facing AI applications that dominate current market discourse. While competitors focus on individual user productivity or consumer AI experiences, IBM emphasizes using technology to make entire business ecosystems smarter through integrated AI solutions across critical operations. The company is implementing its own transformation strategy, embedding intelligence throughout IBM’s internal operations from HR and IT support to sales and procurement. This comprehensive approach has positioned IBM to deliver $4.5 billion in productivity gains by the end of 2025, providing concrete evidence of AI’s enterprise value when properly implemented across organizational systems. Lewis Hamilton’s involvement extends beyond celebrity endorsement to strategic partnership, with IBM serving as Official Fan Engagement and Data Analytics Partner for Scuderia Ferrari HP.

This collaboration demonstrates IBM’s AI and data capabilities in high-performance environments, with the recently launched Ferrari mobile app showcasing how AI enhances fan experiences through real-time data integration and personalized content delivery. Each month we evaluate and recognize award-winning designs in these industries. Quick listen: IBM’s new campaign, narrated by Lewis Hamilton, shifts AI talk from hype to practical outcomes and shows executives what can be done today. IBM is leaning on star power and strategy to reframe the AI conversation for business leaders. Its latest campaign, “Let’s create smarter business,” arrives with narration from Formula 1 champion Lewis Hamilton and a focus on delivering results where companies need them most. The campaign launched during the US Open and features three short films directed by Adam Heshemi.

According to Writer’s 2025 generative AI report, 73% of surveyed companies are spending over $1 million annually on AI, and yet 32% of c-suite executives said they have yet to see significant revenue impact. The pressure on businesses to evolve with the times remains huge, but as we get deeper into the age of AI, the gap between AI adoption and its promised results is growing wider for... IBM has tapped into this AI disillusionment, launching a new campaign that positions the tech company as the go-to B2B partner for the era of enterprise AI. Developed by the IBM brand marketing team and creative agency Ogilvy, ‘Let’s create smarter business’ shows that instead of focusing on consumer AI applications and individual user productivity, IBM has a more holistic approach... Directed by Reset’s Adam Heshemi, three broadcast ads, ‘Jeremy’, ‘Irony’ and ‘Right There’, show colleagues discussing the disconnect between the promise of AI and its actual business impact in their workplace. The spots conclude that ‘any business can use AI’, while IBM helps clients use it to ‘change how they do business’ for real, courtesy of a voiceover from Lewis Hamilton, F1 driver for Scuderia...

The new work comes at a time when AI optimism seems to be peaking, and concerns of an 'AI bubble' are growing. With the advertising industry itself being one of the many that have galvanised their various sectors and stakeholders around AI over the last few years, Ogilvy’s global executive creative directors for IBM, Lauren Costa... “[It’s] being able to honestly say, ‘We see the situations you’re in, we see the conversations you’re having. You’re not crazy, the world is crazy and here is a way out’. And this tracks with what IBM’s strength has always been: seeing how new technology reshapes business and understanding how to help them apply it the right way. IBM (NYSE:IBM) has launched a new brand campaign titled "Let's create smarter business" focused on enterprise AI adoption.

The multi-platform campaign features Formula 1 champion Lewis Hamilton as the voice of three broadcast advertisements, highlighting IBM's approach to implementing AI, hybrid cloud, and quantum technologies for business transformation. The campaign, developed with Ogilvy, addresses the challenges businesses face in moving from AI pilots to comprehensive solutions. It builds upon IBM's role as Scuderia Ferrari's Official Fan Engagement and Data Analytics Partner, where IBM recently redesigned Ferrari's mobile app using AI technologies. The campaign will run throughout 2025 across broadcast, digital, print, and social media platforms, debuting during the US Open. On the day this news was published, IBM gained 1.08%, reflecting a mild positive market reaction. Data tracked by StockTitan Argus on the day of publication.

New brand campaign features voice of seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton in television spots IBM has introduced a new brand campaign called "Let's create smarter business," aimed at addressing the challenges businesses face in adopting artificial intelligence (AI) at scale. The campaign highlights IBM's focus on helping companies use emerging technologies to improve productivity, efficiency, and agility. The initiative includes three new television ads that illustrate how AI, hybrid cloud, and quantum computing can transform business operations. These ads were created by the IBM Brand Marketing team in collaboration with Ogilvy and directed by Adam Heshemi for Reset. Seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton provides the voiceover for the broadcast spots.

IBM's partnership with Scuderia Ferrari HP is also featured in the campaign. As the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, IBM recently launched a redesigned mobile app for Scuderia Ferrari fans that uses data and AI technologies to enhance digital engagement. These same tools are being applied across various industries to help organizations improve customer experiences, boost employee productivity, and make better data-driven decisions. Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, stated: "'Let's create smarter business' communicates our ability to equip business leaders with the right perspective and products that will bridge the AI... This is more than a campaign. It's a philosophy that IBM is embracing to transform companies into smarter businesses."

Liz Taylor, Global Chief Creative Officer at Ogilvy, added: "'Let's create smarter business' is a fresh articulation of what IBM does best: understanding the real pressures business leaders face, and helping them turn complexity... Creatively, we wanted to keep it smart, simple and charming. There's a quiet cheekiness to it. We're speaking into the disillusionment that's crept into the AI conversation, and making it clear that IBM sees exactly what's going on – irony and all – and still knows how to build what... 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... 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. 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. 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. Senior Vice President, Transformation and Operations This post was updated on 26 August 2025. No matter the industry, no matter the geography, every business leader wants growth. The details of how an enterprise gets there will vary. Industry dynamics shift, economic conditions fluctuate, governmental policies change.

Whichever path is taken, productivity enabled by AI and automation will likely be at the heart of transformational growth. It is one of the most exciting opportunities of our lifetime. Nobel prize-winning economist Paul Krugman once said, "Productivity isn't everything, but in the long run, it's almost everything.” That’s because productivity is about more than just cost savings or efficiency—it’s about creating self-funding mechanisms... New brand campaign features voice of seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton in television spots IBM today launched its newest brand campaign, "Let's create smarter business." Designed for the new era of enterprise AI, "Let's create smarter business" spotlights IBM's innovative approach to the application of emerging technologies as... The multi-platform campaign brings to life the many challenges and pressures business leaders face as they move from experimental AI pilots to real-world solutions that drive organization-wide value.

Developed by the IBM Brand Marketing team and Ogilvy, "Let's create smarter business" nods to the company's long-standing commitment to progress and innovation on behalf of clients and partners. From service and support to the many operating systems at the heart of how a business runs, a series of three new broadcast ads underscore the potential for expertly applied AI, hybrid cloud and... Filmed by Adam Heshemi for Reset, the three broadcast ads feature voiceover by seven-time Formula 1 World Champion and Scuderia Ferrari HP driver Lewis Hamilton. As the Official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, IBM recently introduced a completely redesigned Scuderia Ferrari mobile app that combines data and AI technologies to reimagine the digital fan... These same technologies are used by IBM clients across industries to achieve enhanced customer experiences, help their employees reach new levels of productivity and make more informed, data-driven business decisions.

Ibm Bets 4 5b On Ai Enterprise Revolution With Lewis Hamilton Voiced

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