This campaign was for IBM's Software Servers.
For some reason the client didn't want to refer to it as middleware, even though that's what the rest of the Universe calls it.
So the trick was to try and explain just what middleware was, and could do, without calling it middleware. Hence, 'The missing
middle campaign", using famous threesomes. One of the ads was to feature the famous 1945 Yalta Peace Conference shot of
Stalin, Roosevelt and Churchill.

For some reason the Germans vetoed it!