What can brown do for you? Probably more than this new spot for UPS, which feels more like an internal rallying cry or corporate pep rally than consumer-facing communication. Here goes:
I wonder what % of UPS' target audience uses the word "logistics"? Even if the answer is 100%, that doesn't make positioning yourself as the company that loves logistics particularly relevant.
Logistics is one of the most functional words the dictionary has to offer.
Getting a package from point A to point B is what UPS does. It's also what DHL does. What Fed-Ex does. What the USPS does. It's simply cost of entry for any company that wants to be in the delivery business.
"What can brown do for you?" was oodles better. It screams customer service. It links inextricably to the brand, whose brown trucks and brown uniforms and brown logo are unforgettable.
I played this spot three times. On the third time, I was able to make out some of the song lyrics, which actually carry some decent RTB's. Buried among them, the idea of "less stress". That should have been the brief. That's what people care about when they ship a package - the stress of whether or not it will reach its destination on time.
Tell me your company will get it there with 100% accuracy because you have a fail safe system and I'll remember. Tell me you love logistics? I'm not making the link.
OFF STRATEGY.
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