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IBM is looking to highlight its e-business infrastructure products and services with a new campaign featuring National Basketball Associations legends.
The first spot, "The Game," began airing this week and introduces the players and the premise, while five additional spots will refine and deepen the metaphor. "Unsung Hero" focuses on Middleware (McDaniel) as a well-integrated team's critical component; "Linux" concentrates on Schrempf 's character as the driving force of seamless interoperability; "The Other Side" explores team Crash; "The Big Idea" concentrates on Gervin and legacy systems; and "Endless Season" highlights continuous uptime -- that is, that there's no off-season for team Infrastructure.
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