There are usually two schools of thought in making a successful television commercial. The first is when an advertising team sits around a table and collectively asks, “How can we incorporate a groin shot into this ad?” Because there is nothing America loves more than watching someone get hit in the family jewels. Doritos did it and so did Stride Gum.
Once the below-the-belt approach doesn’t bear fruit, though, those same ad executives will turn to this question: “How can we incorporate a catchy song into this ad?” Because there is nothing America has more of a love/hate relationship with than a catchy commercial jingle. Bagel Bites had one of the best original scores, along with Freecreditreport.com, while Apple brought Feist mainstream with this “1,2,3,4” tune for the new iPod Nano.
Ad managers who apply one of these approaches know that their commercial will probably be successful because people are going to remember it either for the nut shot or for the song. I mean look at the opera song for JG Wentworth. It isn’t THAT bad, and you will always remember the tagline "877 CASH NOW" because of the catchy song.
We have to applaud the UPS team for not falling into the groin-shot trap that has become TV advertising. UPS took the high road in their latest campaign for UPS Logistics and we cannot say enough good things about their jingle, “We Love Logistics.” The UPS tune is catchy, well-written and we haven’t come to hate it, which is saying a lot. The most important thing is that UPS actually found a way to state its core values and competencies in the form of a song. Check out the full ad “WE <3 Logistics” and see the lyrics below:
“When it’s planes in the sky for a chain of supply ... THAT’S LOGISTICS … When the pots from the line come precisely on time … THAT’S LOGISTICS … A continuous link that’s always in sync … THAT’S LOGISTICS … Carbon footprint reduced, bottom line gets a boost … THAT’S LOGISTICS … With new ways to compete, there’ll be cheers on Wall Street … THAT’S LOGISTICS … Where technology knows right where everything goes … THAT’S LOGISTICS….Bells will ring and ding and ding and ding… THAT’S LOGISTICS ….
Not only does UPS win over the hearts of the American Idol-crazed generation today, but UPS also manages to define the obscure term “logistics” in a way that is understandable and accessible by everyone in the world. UPS gets in everything from references to its massive airplane fleet and extensive distribution network to its commitment to green technology and staying competitive with FedEx and DHL.
But they saved the best lyric for last.
"There will be no more stress caused you called UPS ... THAT'S LOGISTICS."
Now we’ve been talking about UPS capabilities for months on Supply Chain Digital and then UPS turned around and summed up their entire operation in a 30-second commercial that's one of the catchiest on TV today. It’s awesome, ridiculous and makes us wonder what the hell we've been doing for the last 6 months. We could've just been pumping out Supply Chain Digital jams with equal success.
The UPS campaign is particularly successful because we live in a world where an advertisement is only as good as the buzz it generates on Youtube or Facebook. Consumers today have short-term memory loss and they jump around from video to video hoping to catch one before it goes completely viral. There's a certain sense of pride and accomplishment in staking claim to having seen a commercial before it was cool. Admittedly, we don't know if we're on the up-and-coming side or the viral side of UPS's catchy "We Love Logistics" song, but what we do know is that it's an amazingly well-written song. "We Love Logistics" might get passed over soon by the next big viral campaign, but we have to thank our UPS friends for getting a good song stuck in our heads, compared to the commercials that make us want to off ourselves everytime we start humming them. Like this.
So thank you UPS. Thanks for not giving in and using nut shots as a way into our hearts. That's for coming up with a creative, well-written song to make us actually appreciate what it is you do.
Now THAT’S LOGISTICS.
It's funny because we actually recently profiled the competitive advantages of UPS Logistics, but I'm not sure if we had seen the ad campaign yet so we had to give some props to our UPS friends. If you want to know more about what UPS is doing, check out its plans for the 2012 Summer Olympics in London or its latest move to use trucks that use liquefied natural gas instead of diesel.
As always, don't forget to check out Supply Chain Digital on Facebook either.
Once the below-the-belt approach doesn’t bear fruit, though, those same ad executives will turn to this question: “How can we incorporate a catchy song into this ad?” Because there is nothing America has more of a love/hate relationship with than a catchy commercial jingle. Bagel Bites had one of the best original scores, along with Freecreditreport.com, while Apple brought Feist mainstream with this “1,2,3,4” tune for the new iPod Nano.
Ad managers who apply one of these approaches know that their commercial will probably be successful because people are going to remember it either for the nut shot or for the song. I mean look at the opera song for JG Wentworth. It isn’t THAT bad, and you will always remember the tagline "877 CASH NOW" because of the catchy song.
We have to applaud the UPS team for not falling into the groin-shot trap that has become TV advertising. UPS took the high road in their latest campaign for UPS Logistics and we cannot say enough good things about their jingle, “We Love Logistics.” The UPS tune is catchy, well-written and we haven’t come to hate it, which is saying a lot. The most important thing is that UPS actually found a way to state its core values and competencies in the form of a song. Check out the full ad “WE <3 Logistics” and see the lyrics below:
“When it’s planes in the sky for a chain of supply ... THAT’S LOGISTICS … When the pots from the line come precisely on time … THAT’S LOGISTICS … A continuous link that’s always in sync … THAT’S LOGISTICS … Carbon footprint reduced, bottom line gets a boost … THAT’S LOGISTICS … With new ways to compete, there’ll be cheers on Wall Street … THAT’S LOGISTICS … Where technology knows right where everything goes … THAT’S LOGISTICS….Bells will ring and ding and ding and ding… THAT’S LOGISTICS ….
Not only does UPS win over the hearts of the American Idol-crazed generation today, but UPS also manages to define the obscure term “logistics” in a way that is understandable and accessible by everyone in the world. UPS gets in everything from references to its massive airplane fleet and extensive distribution network to its commitment to green technology and staying competitive with FedEx and DHL.
But they saved the best lyric for last.
"There will be no more stress caused you called UPS ... THAT'S LOGISTICS."
Now we’ve been talking about UPS capabilities for months on Supply Chain Digital and then UPS turned around and summed up their entire operation in a 30-second commercial that's one of the catchiest on TV today. It’s awesome, ridiculous and makes us wonder what the hell we've been doing for the last 6 months. We could've just been pumping out Supply Chain Digital jams with equal success.
The UPS campaign is particularly successful because we live in a world where an advertisement is only as good as the buzz it generates on Youtube or Facebook. Consumers today have short-term memory loss and they jump around from video to video hoping to catch one before it goes completely viral. There's a certain sense of pride and accomplishment in staking claim to having seen a commercial before it was cool. Admittedly, we don't know if we're on the up-and-coming side or the viral side of UPS's catchy "We Love Logistics" song, but what we do know is that it's an amazingly well-written song. "We Love Logistics" might get passed over soon by the next big viral campaign, but we have to thank our UPS friends for getting a good song stuck in our heads, compared to the commercials that make us want to off ourselves everytime we start humming them. Like this.
So thank you UPS. Thanks for not giving in and using nut shots as a way into our hearts. That's for coming up with a creative, well-written song to make us actually appreciate what it is you do.
Now THAT’S LOGISTICS.
It's funny because we actually recently profiled the competitive advantages of UPS Logistics, but I'm not sure if we had seen the ad campaign yet so we had to give some props to our UPS friends. If you want to know more about what UPS is doing, check out its plans for the 2012 Summer Olympics in London or its latest move to use trucks that use liquefied natural gas instead of diesel.
As always, don't forget to check out Supply Chain Digital on Facebook either.
