IBM's Watson is perhaps most famous for beating its human competition in Jeopardy, but this week, IBM continued its ad campaign highlighting how the supercomputer uses data to solve business problems. In 15 spots from Ogilvy & Mather that launched during the Masters golf tournament this weekend, IBM used celebrities, thought leaders and brands to show the power of Watson and the IBM Cloud. Director Ridley Scott and author Stephen King follow in the footsteps of Bob Dylan, who appeared in Watson spots in October discussing the data behind music. Scott, who also appeared in Watson ads in February, discusses artificial intelligence in the new ads. Watson tells the director that the way he portrays AI in his movies, which include Alien and Blade Runner, is "not flattering," and that in the real world, Watson helps humans "reduce waste, detect fraud and fight pollution." "Whether you're a writer, like Stephen King or any business person, the need to connect with your audience is really important, and the ads show that Watson can help you do that," Ann Rubin, vp of branded content and global creative at IBM, told Adweek.