United Parcel Service, Atlanta, began an advertising campaign this week designed to demonstrate its expanded capabilities beyond package delivery.
The “Deliver More” campaign runs in selected countries starting this week and eventually will appear in 104 countries. The biggest focus is in China, where UPS continues to rapidly expand services after recently tripling the number of flights from the United States and expanding its supply chain capabilities.
Created by McCann Erickson, the campaign rolls out in 23 countries with five commercials: two 60-second spots and three 20-second commercials. The effort includes print, outdoor and online advertising as well as further television ads planned later this year.
The first 60-second commercial features French film star Jean Reno while the second 60-second spot shows the traditional UPS brown package car making deliveries worldwide. The 20-second spots will show UPS' expanded capabilities, from ocean freight to express air delivery.
The Jean Reno ad will air in Belgium, France, Germany, Italy, the Netherlands, Sweden, Austria, United Kingdom, Hong Kong, Taiwan, Singapore and Mexico. The commercial featuring the UPS package cars will air in China, India, Japan, South Korea, Malaysia, the Philippines, Taiwan, Thailand, Hungary, Poland, Turkey, Mexico, South Africa and Nigeria.