Client: IBM Corporation
Writer: Bob Sarlin
Art Director: Jean Marcellino
Agency: Lord Geller Federico Einstein

The client had been accused of being monopolistic. And yet, they wanted to remind corporate decision-makers that “no one ever got fired for going with IBM.” The agency had produced an ad using the image of an umbrella featuring a big imprint of their logo. This made the client nervous, perhaps raising that “monopolistic” red flag. And so Bob and I tried to come up with a theme that implied the same degree of dependability, but without the Big Brother connotation. This execution just walked in the door in about five minutes, unlike most creative ideas.

Awards: Art Director’s Award Best Campaign, Clio, Type Directors Club, Stephen Kelly, CA Annual, The One Show and more.