Have you seen as many DHL trucks as I have recently? I think it’s related to their new ad campaign. Alisa and I saw it a few weeks ago and the day after I started seeing their trucks all over the place.
Now that’s a well-coordinated campaign. But it’s not just the coordination that’s making it so effective. It’s also the new identity.
The redesign of the identity from the original less-noticeable white & red to sunshine-tastic yellow & red has transformed their vans from generic delivery trucks into visual black holes, irrevocably drawing your eye and reminding you that they’ve successfully made you think of their damn TV ads again.
According to DM News (Direct Marketing News), “DHL acquired Airborne in 2003 and has integrated its U.S. network to expand domestic services and bundle customized solutions for businesses.” So I suppose this is the reason for the campaign, which is going to go national in August, according to Ad Age.
By the way, doesn’t that guy on the right kind of look like Joey from Blossom? A Very Special Blossom, perhaps?