I think AS/400 falls in the category of MIDDLEWARE in these ad.

----- Original Message -----
From: <Portal39@aol.com>
To: <midrange-l@midrange.com>
Sent: Monday, January 28, 2002 2:18 PM
Subject: Re: Big Blue leaves iSeries on the bench

[ Picked text/plain from multipart/alternative ]
YES. NBA Advertisements. Same note as Mike Crump is referring to.
Did not mean to replicate.

oludare@ix.netcom.com writes:

> Subj: Re: Big Blue leaves iSeries on the bench
> Date: 01/28/2002 2:07:35 PM Eastern Standard Time
> From:    oludare@ix.netcom.com (Dare @ Work)
> Sender:    midrange-l-admin@midrange.com
> Reply-to: <A
> To:    midrange-l@midrange.com
> Are you refering to the DRP ad with the basketball teams?
> ----- Original Message -----
> From:
> To:
> Sent: Monday, January 28, 2002 1:58 PM
> Subject: Big Blue leaves iSeries on the bench
> --
> [ Picked text/plain from multipart/alternative ]
> Insider Weekly
> Big Blue leaves iSeries on the bench
> Have you seen them? They’re on all the time, you know... Big Blue
> has created a slew of eServer advertisements driving home the importance
> integration, but if you are waiting to see an ad featuring the iSeries,
> t
> hold your breath. Even though the iSeries is branded “i” for
> integration, it was excluded from a series of ad spots highlighting that
> very
> topic. “We were looking for what concepts make key points about the
> importance of integration in the form of teamwork. Clearly the entire
> of eServers has a role to play on our e-business team,” says Carol
> vp of worldwide media relations, IBM, Armonk, NY. The six-spot campaign
> features former NBA stars as players on IBM’s basketball team that
> metaphorically illustrates how IBM products work together to create
> e-business infrastructure. The players, such as Xavier McDaniel and Bill
> Laimbeer, sport the names Mainframe, Middleware, PC, Linux, and Firewall
> the back of their blue jerseys. “The idea came from the need for
> integration at the customer level. The team represents integration and
> e-business,” says Makovich. Each of these ads features a different aspect
> of the e-business infrastructure. The introductory spot, called “The
> introduces the players who will represent the strengths of IBM. In spots
> that follow, the players must face their opponents, the “Crash” team,
> consisting of Hacker, Virus, Spike, Downtime and Spam. An announcer calls
> the
> play-by-play. The series ends reinforcing the thought that e-business is a
> game with no off-season requiring continuous uptime. The players were
> chosen based on their likeness to their respective IBM product names. “We
> picked these guys based on their backgrounds and how well they physically
> match up to the roles,” says Makovich. Big Blue hopes that when the
> audience views the whole campaign they will understand the breadth of
> offerings, says Makovich. The ads aired during the NFL playoff games to a
> massive audience nationwide.
> Categories: IBM Strategy
> A. Ports

A. Ports
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