"Made With IBM" Television Takeover
MARATHON STORYTELLING DURING GOLF
Viewers of the 2014 Masters Tournament witnessed something bold, unprecedented and slightly insane. Rather than seeing the same five commercials over and over again—par for the course for tournament sponsorship— IBM made 64 commercials that ran one time each. This created a continuous stream of content that made sticking around for the commercials almost as interesting as watching the golfers. I was the writer for seven of the European "Dispatches from a Smarter Planet" with a timeline that had us on eight planes in seven days. Directed by Joe Pytka.
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