Tag Archives: Fedex

Advertising logistics services on television – when it might work

TNT tries to advertise itself out of trouble, tastefully
TNT tries to advertise itself out of trouble, tastefully

One does not see logistics advertising outside the trade press very often.  Logistics is mainly a business-to-business industry and a television audience is dominated by consumers, and it’s that audience for which one pays; that can’t be cost-effective, although perhaps specialist channels such as Bloomberg might make sense.

But I suppose in the express/parcels business it makes more sense because there is a much greater consumer component.

I thought of this after I saw what I think is a good advert for TNT.  The amusing part is at 0:26 when the TNT people run past a yellow lorry, stuck in traffic and with a less-than-svelte driver swigging his coffee and stunned at TNT’s performance.

Now who can this guy represent?
Now who can this guy represent?

Now who can that lorry represent?  The yellow is a little too pale, I suspect.  Hilarious.

I tried (but failed) to find an advert I saw in the US about ten years ago, which showed a van (Fedex or UPS, I can’t recall which) racing down a road only to be cut off at a level crossing by a long DHL cargo train.  But I did come across a different one.  The tag line?  There’s a new face in domestic shipping – DHL.  Well there was…

UPS of course had a campaign a few years ago (2011?) that actually mentioned the L-word.  That’s a little too twee for me.  I like the ones that have a pop at the opposition.  Much more interesting.

But all this advertising must be dwarfed by DHL’s sponsorship budget.  The mass of yellow-and-red at Formula 1 races is astonishing.

Is it possible that DHL sponsors Manchester United in some way?
Is it possible that DHL sponsors Manchester United in some way?

I am no marketing expert and I am sure DHL gets huge benefit, especially in Asia, from its sponsorship of Manchester United.  Moreover any publicity is good publicity, I understand, and I am sure that the saturated presence of the logo at matches outweighs any negative emotions that stir in supporters of other clubs, for many of whom ‘anyone but Man U’ is a veritable mantra.