IBM on a Mission to Save the Planet

Smarter Planet ads coincide with a big run-up in the tech giant's shares
IBM Chief Executive Virginia Rometty Photograph by Mauricio Ramirez

IBM has broadcast more than a dozen “Smarter Planet” television ads, most of which document some sort of life-altering technological marvel produced by Big Blue. In the ads, IBM sometimes fights the scourge of counterfeit medicine. Other times, it tackles global warming. The real stunner, though, may be the one in which IBM discloses that improvements to the Washington (D.C.) sewer system were “built off analytics that predict traffic in Singapore and helped prepare for flooding emergencies in Rio.” Beat that, Facebook.

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