IBM is going to make us all smarter

This commercial is being run in Australia and New Zealand. I imagine with a little translation they could run it in the US too. (Maybe it already is—I don’t have the TV satellite receiver turned on this summer.) IBM is counting on getting tons of business by convincing us that we have to make all of our systems smarter; electricity, transportation, and now water. I like its use of animation and well-written copy.

I especially like it 30 seconds into the spot when Sarah says “So wouldn’t it be better if it was a hose like at home?” The words hose and home are single-syllable in the US. The Aussies add at least one syllable, sometimes more. Hilary and I were fascinated by Aussie speech when we traveled there in 1998-99, loving it.