This IBM campaign playfully inverts the tech “solutions company” cliché and celebrates problems for what they are: catalysts to help push the world forward.

The campaign highlights a wide range of real problem solvers out in the world who are using IBM technology every day to help solve their problems – and, in turn, make the world a better place. Both funny and deeply moving, the campaign leverages IBM’s historic use of the words “smart” and “think,” and some incredible archival footage of the Apollo 13 mission – in which IBM played a major role – and the immortal “Houston, we have a problem” line adds gravitas.