TWC Watson Ads Phase 2

The Weather Company and IBM Watson teamed up to launch Watson Ads. Now consumers were free to have an intelligent, two-way conversation with their favorite brands, in an ad. Pretty cool, right?

But here was the challenge: How do we create ads that promote other ads—without complicating the message? And what’s the big idea that speaks to both consumers and B2B ad professionals?  Well, it all started with a conversation. And the campaign took off from there.

We produced this video to kick off the conversation on YouTube, Facebook,, 140 Proof, and Instagram.

This expandable unit occupied The Wall Street Journal website.

We created banners that show how Watson Ads goes “beyond the normal banner”. The ads went live on consumer and B2B sites: 140 Proof, TheTradeDesk, AdWeek, Wired and Adage.

We kept the conversation going with native ads and social content on Twitter, LinkedIn, Facebook and Instagram.

And everyone knows music is a natural conversation starter, so we extended the campaign to Pandora, sponsoring an hour of free listening with banners, video and radio.


Full-page print in Fast Company put the conversation directly into the hands of Captains of Industry.

All roads led here…to the Watson Ads responsive microsite, produced in partnership with Reflexions. Consumers and prospective partners could watch the video, dive deeper into Watson Ads, and interacted with real, live ad demos.

Next, the campaign hit the event circuit. Our cognitive conversation had a staring role at the IAB MIXX Conference.  Shortly after, we helped launch Watson Ads at Advertising Week.

And that got the ad industry talking…

Then something really big happened. Watson Ads was included in the keynote speech at World Of Watson. Our video played for thousands at the T-Mobile Arena in Las Vegas—where The Rolling Stones rocked just a few days earlier!

Watch the premiere here!

Las Vegas was hungry for more. So we came back a few months later and gave the world’s top innovators at CES a taste of what Watson Ads can do.

The By & Lg team embodies the spirit of collaboration. They took the idea of a product and turned it into a proper campaign, bringing fresh perspective to our creative direction and providing a smart, strong voice in our campaign planning. Couldn’t work with better people.”

Monica Fogg
Sr. Product Marketing Manager, The Weather Company


W3 Award – Silver – Integrated Campaign
Davey Award – Silver – Content / Video
NJ Ad Club Award – Silver – Online Commercial