Seeing the positive in the negative

Here's an interesting, simply beautiful, and diverse campaign for IBM by Ogilvy. It's got a brilliant message that couldn't have been promoted any simpler. All of the ads are tied together by highlighting the verb in each headline, keeping the shapes big and bold, and juxtaposing two images together. The visuals are clean and witty, some more successfully presented than others:

My favorite is based on education and uses negative space perfectly.

 Others are a bit of a stretch for me; this one is downright creepy:

One last one worth mentioning is the brilliant placement of the hands in this ad promoting IBM technology in a Germain retail store. The headline is right there in the visual, but not too in-your-face.

Somehow, as inspiring as these were for me, I couldn't help but see that last one and think "In soviet Russia, tie picks you!". I guess these were meant for an older demographic, but I can't help but appreciate them!