DHL's new global campaign by Ogilvy & Mather New York uses a mixture of TV, print, posters and airport displays to push the 'All the way' tagline. The TVCs target both business and private customers and emphasise the lengths that DHL employees will go to for their customers.
One spot tells the story of DHL employee Dirk Ravensteiner, who managed the logistics for 50 tonnes of air freight used in the Hollywood film Mission Impossible III. Another relates the experiences of an employee who braves a harsh Siberian winter to get a package to a customer.
Rival UPS has also rolled out the second phase of its 'Deliver more' campaign, with a commercial called 'Ambition'. As in the first TVC launched in March last year, the new spot also features French film star Jean Reno visiting his younger self.
Developed out of McCann Erickson Singapore, the campaign aims to demonstrate UPS' wide range of capabilities and how it can support small businesses. "The UPS 'Deliver more' campaign targets SMEs which realise that as the world moves faster, you have to be even more visionary and more ambitious in your thinking," said Elaine Lim, Asia-Pacific VP and regional account director, McCann Erickson.
In the spot, Reno uses his UPS handheld tracking device to source a rope ladder to help his younger self and a friend get to the top of a tree. The commercial will be aired in 60-, 40- and 30-second versions in pan-Asia media.
DHL sharpens image as UPS steps up game
Logistics and courier rivals DHL and UPS have hit regional airwaves to keep their brands top-of-mind with their business targets.
