IBM has launched its largest e-business advertising campaign to date, with plans to spend $150m (£107m) globally.
For the first time, IBM e-business ads will hit prime-time slots in the UK, appearing on ITV, Channel 4 and Channel 5.
The campaign, which uses the strapline "It's a different kind of world. You need a different kind of software", targets business and technology decision-makers.
The ads feature actor Avery Brooks - best-known for his role as captain Benjamin Sisko in Star Trek: Deep Space Nine - and focus on his observations about how the world is changing dramatically.
The campaign is running simultaneously in the US, France, Italy and Germany.
