Test entry to test RapidBlog syncing.  Disregard.

UPS gets stupid

For decades, UPS has done superior commercials, going way back to "We run the tightest ship in the shipping business."

(I knew the writer of this line about twenty years ago, although he's faded from memory. But the tagline served for many years.)

And in the most recent campaign, they had a guy working at a whiteboard. These were deceptively mesmerizing, and had a completely proprietary look.

But yesterday, I saw a spot (which I fear heralds a whole new dumb campaign) that was so painful, I was grabbing for the remote within fifteen seconds.

And that was in the very first viewing.

It used done to an old piece of pop music, always a bad sign. In this case, "That's Amore."

"Amore" is replaced by "logistics," along with an endless series of overproduced scenes signifying nothing.

Worse, it was a sixty! As if it weren’t dumb enough as a thirty-second spot.


Why do clients blemish their reputations for good ad campaigns with moronic new ones? It's usually a new agency, a new creative team (likely young and stupid), or new company management.

All we know is that when an attack of the dumbs strikes, no logic or sense of history will stand in its way.