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