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IBM internet hype (commercial, 1997)

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Published on Jan 17, 2011

A businessman relates that he has just read that the internet is the future of business and then indicates that that means his company has to get on the internet. He laments that there isn't even an explanation as to why the internet is the future of why.

IBM's "Solutions for a Small Planel" all used blue bars top and bottom, ran during the .com boom and expressed various forms of the sentiment "in the future, a business that isn't on the internet won't be in business" (this exact phrasing was used in one ad) in an attempt to drum up business for their internet solutions consulting. Just call them and BAM! they would put you on the internet, whatever that means.

The .com boom produced huge growth (real or portrayed) for some business and many thought that meant every business had to adapt to this new reality to remain competitive. The idea that a tiny company can do business worldwide over the internet was frequently related both as an indication of the power of the internet to small companies and the threat of the internet to the continued dominance of the current large players.

This wasn't completely true, in general people still don't buy their products from a pastiche of tiny companies on the Costa del Sol or in Kathmandu.

This promo aired during an October 26th, 1997 showing of X-files. This was season premiere week for Fox, although X-Files did not premiere until the week after.

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