| Category: | Logistics, UPS News |
| Tags: | ad campaign, logistics, The New Logistics |
UPS’s new ad campaign explains why everyone should love logistics as much as we do.
UPS has always been a company in motion, literally and figuratively. We began as a small messenger service in 1907 and we’ve been in a constant and deliberate state of evolution ever since. Why? Because our customers today have different needs and are facing different challenges than they were two years ago – or 10 years ago – or 100 years ago.
And that’s why today, UPS can do far more for our customers than ever before. Especially over the last decade, we’ve added a lot of capabilities that many people would never associate with UPS, such as repairing laptops for a computer manufacturer, filling prescriptions for medical devices, and providing online printing services.
We refer to our extensive portfolio of solutions collectively as “logistics”, which is also the foundation of UPS’s new global advertising campaign that launched this month.
Recently I sat down with Betsy Wilson, director of advertising at UPS, to learn more about the new campaign and why its message is something that every business should hear.
Comments [51]
Congratulations on the advertising. Global campaigns
are complex — so keep ‘em simple.
http://admajoremblog.blogspot.com/2010/02/global-assignments-are-complex-so-keep.html
As a new member of the Business Development team in
the Northwest of Mexico (Tijuana-Ensenada) I have love
Logistics for over a decade, It’s very exciting to me to
have join a Group of experts in logistics and share our
passion, our knowledge and expertise because
WE LOVE LOGISTICS
Love the new campaign!
Thanks for your new “logistics” commercial. It is
refreshing to have something that is positive, happy and
the graphics are wonderful too. Keep up the good
work, and we don’t mute your commercial!
Great campaign! Can you share who sings the jingle?
She has quite a pleasant quality.
Can you reveal the singer and or composer of the
song/music in the new ad?
Lincoln,
The jingle is to the tune of “That’s Amore”, written by
Harry Warren in 1952 and was a hit for singer Dean
Martin.
who sings Logistic ad? I want to buy her cd!
Thanks for the comment. The singer is Nadia Ackerman. You can find her on YouTube. Here’s a link: http://www.youtube.com/user/TheNadiaAckerman
Who is the artist that sings the logistics song?
Hi Garrett. The artist is Nadia Ackerman. You can learn more about Nadia and her music on YouTube. Here’s a link: http://www.youtube.com/user/TheNadiaAckerman
At 23 seconds into your That’s Logistics commercial you
show a 4-wheel delivery buggy – what is that vehicle?
Ed,
The vehicle is a Ducati “DUCk”. We use them in Milan,
Torino and some other cities in Italy to help us navigate
through streets and alleys that are too narrow for our
standard delivery vehicles.
Thanks for the name (Nadia Ackerman). I was willing to
bet that it was Nellie McKay but now I know.
Just had an inspiration for a new ad for UPS:
“We think inside the box”.
Was at UPS Store and the thought of it made me smile.
What do you think?
Sincerely,
Alexis
this jingle, based on “that’s amore” is so awful that I
have often hurt myself hurtling across the room to find
the remote and press mute.
It’s so SO AWFUL…aren’t there are creative, mature
people left in advertising?
Maybe you’re hearing it translated? Because it’s pretty
clever. Or maybe you are just a purist snob who has no
creative bone in your body and likes being a troll to bash
people anonymously?
This is a truly mesmerizing campaign. I didn’t know
Nadia Ackerman before, however, the logistics songs are
the best songs I heard from her. Having said that, the
logistics songs are much better than the original is based
on (That’s Amore from Dean Martin). The message UPS
delivers is great too. In contrast, regarding the FedEx
commercials, I can’t seem to get the message from the
science student living with a family in China and being
accused by their son that he is a business man.
Brilliant! I frequently find myself flying across the
room to find the remote control just to un-mute the TV so
I can listen to this brilliant and creative campaign that
is mature and on-the-spot.
Seriously though, this campaign hits the business points
in a very focused message. I even saw it in 2 other
languages with a simple google search. I’m sure it works
just as well for those native language speakers.
And the link with “That’s Amore” is that you LOVE
logistics. Got it. Spot on, UPS. Love Nadia’s vocals too.
A brilliant, uplifting advertising campaign! Kudos to
the geniuses who put this together…..they all deserve
medals…..and big, hefty bonuses!
I love the fact that the campaign is also being done in
foreign languages using the same music…..talk about
a global perspective! I think you should do a medley
of those different language ads and show them all
over the world in people’s home
markets…..emphasizing the fact that we now live in a
global marketplace and are indeed
connected….thanks to UPS.
This new campaign harkens me back to the classic
Coca-Cola “I’d like to teach the world to sing”
advertisements. The new UPS ads connote the
same “feel good” sensation…..while highlighting your
business and your brand.
Again, brilliant…..and thanks for the introduction to the
wonderful voice of Nadia Ackerman……now who is her
Chinese-language counterpart?
Hi. We’re very happy you like the new campaign. The
Chinese artist’s name is Wu La.
What are the lyrics? It’s hard to hear.
Hi Lorraine. Sorry for the delay in responding to your
post. You can read (and hear) the lyrics to the
commercial here:
http://www.popisms.com/TelevisionCommercial/21540/UP
S-Commercial-2010.aspx
Ok nice commercial but burning it out…sick of it already.
WHat MORON in marketing approved this latest ad
campaign — It has to be among the most annoying
presentations EVER. It has driven me to the other
suppliers. Who runs this outfit anyway — is he/she on
something???
Love, love, love your commericals…………..and, of
course, your service.
LOVE the lil truck in this commerical…..anyone know what
it is.I stopped every time I hear it –just too see the lil
truck–I want one!!!
Dear Mark
Im working for Siemens Building Technologies in
Switzerland and we discussed recently about a
advertising campaign from UPS where 2 consultants
present some binders with findings and the CEO
asked them …. and who will implement it…. or
something like that.
Do you remember the campaign and if yes can you
tell me where to find it?
Thank you very much in advance and greetings from
Switzerland.
You can find the Consultants commercial at youtube.com/watch?v=P7M7A34b6Rw
I guess I’m in the minority. I found this site by Google
searching “UPS awful logistics commercial”. I would
rather hear nails scratching a chalk board.
Haha! O&M!
hi there… i really love the jingle… and i wonder can i
download it? i just love to hear it…
Great commercial, it is one that I can enjoy watching,
home run UPS!
I do not change the channel for this one, and that speaks
for the great voice you used.
Female singer sounds like some sixth grade hack that’s
pounding on an out of tune Sunday school piano.
Worst…advert…ever!
The UPS logistics ad is revolting. It makes me physically ill.
I change the channel or mute it. I really like my UPS driver
but the ad makes the whole outfit ugly. Please stop it.
The logistics ad may have a fine message, but I can’t
stand to leave it on long enough to find out, The music is
that bad.
where did i can download this song ??
Glad you asked! You’ll find ring tones of the song available at our Facebook page http://www.facebook.com/ups.
It took me several hearings to figure out that the young
lady was singing about’logistics’. All I could hear
was ‘that’s Poughkepsie’. If they do any updates on the
commercial I hope she enunciates more clearly.
Keep it up and on new year’s eve !
The logistics theme is a good short simple message.
Excellent ad choice.
The music seems like a Pomplamoose knock off. They are
wonderful and did the Hyundai commercial. I’m really glad
Pomplamoose did not do this. Here’s to artist’s who retain
total artistic control like Pomplamoose did on the Hyundai
commercial.
Since logistics is a smart choice for a campaign, I wonder
what UPS would have got if they handed over total artistic
control for it’s execution.
It is the most awful singing and the most annoying
commercial I have EVER heard. I hate it with a passion.
I hit mute instantly when it comes on. I wrote to CNBC
and told them I am boycotting their station until they stop
playing it incessantly. I wrote to UPS and told them I am
only using FDX until UPS stops this commercial.
Whoever thought up the concept and whoever is
responsible for airing this commercial should be strung
up by their @#%%*!
Agree w/ Scott, JT, KM. Are the rest of you losing your
mind? I googled “commercials I hate” and this one
appears often.
Can’t agree more with KM. I can’t recall a more obnoxious
song in the 50+ years I’ve been bombarded by commercials.
That said, my other half works for FedEx, and we
appreciate all the business that this commercial is
sending his way.
These ‘logistics’ ads are maddening! I won’t use UPS
until they’re off the air.
Is Wu La Chinese or Taiwanese? In the add that runs in
Taiwan, she is absolutely breathtaking, much sweater
than the American version I saw. But she sounds
Taiwanese, not Chinese. Her accent is practically local.
Nervertheless, whenever I watch news in Taipei and hear
voice comes about, and that is very often on major
networks, dozens of times a day, it lifts my heart ten feet
high.
Who is she really and is their a link to her work.
Thanks and Kudos for a great and not pretentious add.
I have to instantly mute the television at least several
times a day as soon as UPS commercials come on. It
is hard to believe that UPS is still running that “Amore”
commercial. It is one of the worst commercials in
television history. There are only a few commercials
that feature voices that are as annoyingly horrendous
as that god-awful “Amore” singer (e.g., the old hags in
the Sea-Bond denture commercial or any commercials
with that screamer Billy Mays are comparable in terms
of the vileness of the voices.) Apparently, incredibly
annoying commericals work in terms of sales because
they keep running these terrrible commercials.
The we love logistics campaign is the best ever. Pure
genius, including the music. I downloaded it as my
ringtone!!
Wow, it definitely is amazing how one commercial can stir up so many passionate responses! Love it or hate it, it defintely gets people talking.
The TV ads (amore?) are incredibly annoying. Pls get it. The ads are the worst on TV. I think the world of UPS, and we know the great work you do every day, but please come up with better ads. Pls fire this ad agency now. Logistics, fine, these ads, NO! Thank you, Dave
I have CNBC on most of the day as I keep up with the markets. The UPS ads that use the “that’s amore” song are really getting under my skin. I angrily seek my the remote/mute button every time they come on… which seems like 50,000 times per day… Please, please take the ads off the air.