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Critical Mass: Mainframe Malone & Co.

Page 2's Eric Neel tries to make sense of IBM's bizarre new commercial featuring a handful of former NBA stars.

Updated: May 22, 2002, 3:22 PM ET
By Eric Neel | Page 2 columnist

A weekly survey of what's happening at the busy intersection of sports and pop culture:

At the break IBM's "e-Business" commercials, featuring Moses Malone, Detlef Schrempf, Bill Laimbeer, Muggsy Bogues, Xavier McDaniel, George Gervin and Tex Winter.

I figure it breaks down something like this:

The guy who pitched the idea for the ad sees an understated, wry metaphor comparing teamwork and infrastructure.

His bosses think it's a stretch, but they give him the green ...

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