Cyber Pundit Esther Dyson Faces Off with NHL Icons Stan Mikita and Gordie Howe a.k.a Mr Hockey in New IBM e-business Television Commercials

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Armonk, NY - 20 Apr 1999: -- IBM is pairing legends from the worlds of technology and hockey in its latest e-business commercials, with Internet guru Esther Dyson and NHL® Hall of Famers Stan MikitaTM and Gordie Howe®, Mr Hockey®, facing off in a series of offbeat spots set to debut on ESPN during the 1999 NHL Stanley Cup playoffs.

The commercials feature the trio relaxing at "Saskatoon's No.1 cyber hockey café" comparing the changes technology has brought to the game of hockey with the changes the Internet has brought to the world of business. The series of :30 broadcast spots is scheduled to air on both ESPN and FOX Network's coverage of the NHL Stanley Cup playoffs, which begin this week.

The series begins with a spot called "Hockey and Technology" which introduces Esther, Gordie and Stan and sets up the technology and hockey premise for the other spots which include "First Jersey" and "Samoan".

In "First Jersey," a humorous send-up of e-commerce, Gordie and Stan reminisce about all the hard work they put in to earn their first NHL jerseys, while a "cyber geek" pipes up and says how easily he bought his authentic NHL jersey on the Web.

The "Samoan" spot highlights the NHL Web sites' international appeal and how it helps the NHL reach fans all over the world - even in non-traditional hockey countries like Samoa.

Created by Ogilvy & Mather, the commercials are the latest offerings in IBM's overall e-business marketing effort, which includes the company's broad portfolio of sports sponsorships.

As the official information technology partner for the NHL, IBM provides real-time scoring and results and the coolest shopping on the Web via the NHL store (, giving fans around the world an exciting site for purchasing official NHL team merchandise.

In previous ad campaigns, IBM has featured a variety of sports figures, including John McEnroe, Phil Mickelson, hockey star Eric Lindros during last year's NHL season and numerous Olympic contenders from around the world for the 1998 Nagano Winter Games "Look for Me" campaign.

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* IBM is a registered trademark of International Business Machines Corporation.

* Gordie Howe® and Mr Hockey® are registered trademarks of Power Play International Incorporated.

* Stan Mikita is a trademark of Stan Mikita Enterprises.

* NHL is a registered trademark of the National Hockey League.

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