IBM’s “IBM Typewriters” ad from the 1986 Super Bowl is a vintage gem of B2B advertising, designed to showcase IBM’s dominance in the typewriter market. The commercial uses humor and an exaggerated scenario to highlight the reliability and speed of IBM’s typewriters compared to the competition.
The Formula (That Works at Any Budget)
Exaggeration = Memorable Impact – The ad takes an absurdly over-the-top approach to show how IBM’s typewriters are superior to others. This exaggeration not only captures attention but makes the point stick.
→ Lesson: When showcasing a product, don’t be afraid to exaggerate its qualities to create a memorable impact.
Use Humor to Break Through the Noise – The humor in the ad comes from a ridiculous premise of typewriters doing much more than they actually could. This sets the commercial apart from more serious B2B ads.
→ Lesson: Humor can be an effective way to engage audiences and make a technical product more approachable.
Clear Problem and Solution – The commercial quickly identifies the problem (slower, less reliable typewriters) and presents IBM’s solution (faster, more reliable typewriters) with humor and clarity.
→ Lesson: Make the problem and solution clear so your audience can immediately understand the value you’re offering.
Iconic Product Positioning – The ad doesn’t just sell typewriters; it sells the idea of IBM as the leading force in office technology, cementing its place in the market.
→ Lesson: Position your product as the gold standard to create a sense of trust and authority in your market.
Humor Breakdown:
The humor is absurd and satirical, as it imagines a world where typewriters do far more than just type—suggesting they can perform seemingly impossible feats. This type of humor relies on exaggeration and the absurdity of the scenario to make the audience laugh while highlighting the product’s capabilities.
Final Verdict:
IBM’s “IBM Typewriters” commercial from the 1986 Super Bowl is a great example of using humor and exaggeration in B2B advertising. By showing the typewriters in an over-the-top, larger-than-life scenario, IBM managed to capture attention, entertain the audience, and position itself as a leader in office technology.
Brave-o-meter score:
B-7 | R-6 | A-8 | V-7 | E-8
BRAVE – 7.2/10
Watch the full ad & learn more:
Website: IBM
LinkedIn: IBM LinkedIn Page
