Sunday, February 11, 2007
- Tyler Smith
Building on the 2002 “What can Brown do for you?” campaign, these TV spots answer the question using complex situations and personal explanations. A man (Martin Agency creative director Andy Azula) opens each of the 30 second spots saying, “Alright!”. He draws on a whiteboard with a brown marker, talking through business scenarios and inviting viewers to go online to explore further at whiteboard.ups.com. Each spot finishes with a little artful touch added by Azula.
Okay, so...let me break this down for you. New UPS (United Parcel Service) "Whiteboard" tv campaign features one of my favorite songs ever. Here's where it gets interesting. The song, "Such Great Heights", derives from the album "Give Up" by a group called The Postal Service.
Ironic? Coincidence? Did no one catch this that worked on the project? Or is Andy Azula just getting a huge kick out of selling a song by The Postal Service to United Parcel Service? Or, is it possible that it's a marketing technique for those of us who realize this little factoid to further tie the campaign into the tentacles of our mind?
You decide.