For a few years now, IBM has rocked, what I consider, a ‘ho-hum’ approach in its advertisements. One of IBMs earlier (maybe later) commercials I remember with this style starred an “I” superhero. “I” stood for ideation, innovation, some other things; it didn’t stand for implementation.  IBM will help you “do,” help you take action and implement changes.

The reason its ‘ho-hum’ is that it’s somewhat Wes Anderson, although I’ve never walked out on an IBM commercial (because of the commercial, its more because I want something from the fridge). Unlike Rushmore, IBM is chuckle funny, half-smile laugh with its monotone nature and droll sense of humor.

Is it odd that IBM would take a similar approach in its banner ads? I guess not, in staying with the IBM brand/advertising theme…but it is a banner ad. Normally the Bill-Murray-standing-on-a-diving-board-for-way-too-long-while-smoking-a-cigarette ads are ignored. Below are some [condensed] ads to promote their green campaigns, Smarter Planet, etc. The first is grey and its focus is smarter energy. The second is blue and focuses on smarter water management.

IBM Make Energy Smarter banner ad

IBM Make Water Management Smarter banner ad

I ran into these ads on a green news network, similar to GTAN, but better. The blue in the second ad may actually be the same color as the horizontal bars in a typical IBM commercial. Or maybe just similar. Just similar I think. The grey ad reminds me of chainmail armor.

The site the ads appeared on target businessmen/women and executives. While the chance of the message may not be the highest, branded IBM logos always attract attention. The solid color and “dead” area may actually attract clicks as well.

While the ads may not be the best at attracting clicks or eliciting action once a user arrives at the destination page, IBM can chalk it up to branding. On a side-note, it’s interesting how one ad targets homeowners and the other targets either companies or municipalities.

>> Earlier IBM green article
>> IBM green website