"Time passes and love fades."
That's the succinct message IBM's famous supercomputer Watson took away after reading all of Bob Dylan's lyrics at a breakneck speed of 800 million pages per second, according to a new ad from the iconic computer company.
"That sounds about right," the aging folk rock legend says, sounding mildly amused.
That theme might hit home especially hard for the brand and its unlikely celebrity spokesperson, both of which are well past their heyday.
When Watson breaks into song with a chirpy "do-be-bop bebop-a-do," Dylan apparently decides he's had about enough and walks out of the frame, guitar in hand.
The campaign, which also includes a spot featuring Watson's nemesis, Jeopardy ace Ken Jennings, is part of a push to re-brand Big Blue with more of a cloud computing and data analytics focus. Both spots debuted during this week's Monday Night Football broadcast.
But don't think the times they are a-changin' for the worse.
This isn't the first time the enigmatic folk star has lent his celebrity to a big brand. In the past few years, Dylan has also starred in Super Bowl ads for Pepsi and Chrysler.