UPS brings fresh twist in drive to push reliability

<p>SINGAPORE: United Parcel Service (UPS) has kicked off a regional </p><p>campaign which employs a colour test to give its reliability positioning </p><p>a new twist. </p><p><BR><BR> </p><p>The television commercial, titled 'Brown Survey', depicts a colour test </p><p>being administered to a female executive. Colours are flashed before her </p><p>and she must describe the first thing that pops into her head. </p><p><BR><BR> </p><p>As she sees it, red is for roses, passion and romance; purple for </p><p>orchids and grapes and brown for reliability - with the image of a UPS </p><p>delivery man in his brown uniform. </p><p><BR><BR> </p><p>Directed by well-known commercial and music video director David Tsui </p><p>from Hong Kong, the 30-second spot represents a new direction in how the </p><p>package delivery giant communicates its brand personality to </p><p>consumers. </p><p><BR><BR> </p><p>The creative concept was conceived by McCann-Erickson New York while the </p><p>agency's Singapore office handled the task of adapting the script to an </p><p>Asian audience. To portray high-tech sophistication, the whole look of </p><p>the new commercial, from setting to actors to music, was enhanced to </p><p>present a pristine environment, with gleaming monitors and highly modern </p><p>furniture. </p><p><BR><BR> </p><p>The bulk of the commercial was shot in a specially constructed room </p><p>reminiscent of the Mission Impossible room. </p><p><BR><BR> </p>