Motion Theory's Mathew Cullen and Robin Resella teamed with agency Ogilvy & Mather to present cinematic celebrations of the spirit behind The Masters Tournament and IBM’s commitment to elevating the game of the remarkable athletes who participate. The spot delivers athletic authenticity by integrating classic archival footage with live action and visual effects elements.

The spot, entitled “Tools” opens with vintage footage of pro golfers Tom Watson, Nick Faldo and Arnold Palmer teeing off respectively from home plate, swinging towards a soccer goal and driving a golf swing down a runner’s track. The vintage golf clips are seamlessly superimposed onto live action plates of a baseball diamond, soccer field and racetrack, along with footage of cheering crowds from Augusta National while a voiceover relays the challenges these elite athletes had in baseball, soccer and track and field before realizing their abilities in golf.

The spot’s tagline, “Success begins just by putting the right tools into the right hands; let’s build a smarter planet,” underscores IBM’s efforts to support progress through information technology.