Based on the success of the 'Players# campaign that ran in 2002, the 'Pros' campaign continues to use engaging photography to introduce new business professionals working in an On Demand environment. Each character (Carol, Susan, David and Martin) represents one of the four IBM software brands. As this campaign is part of the overall IBM 'Middleware is everywhere' campaign, the creative idea was to let the user discover interactive zones within each pro’s office. For example, the user is able to read David’s emails, watch Carol’s screen, read one of the books in Susan’s library, and use Martin’s PDA. Different elements in the creative demonstrate the many aspects of middleware: integration, automation, people, productivity, etc. This creative allowed IBM to deliver a sophisticated message in a simple and entertaining way.