The UPS Whiteboard
I decided to write my blog about UPS' new "Whiteboard" commercials. I was thinking about what to write about when one of these popped up on the TV. I've always found them interesting, so I followed the link to http://whiteboard.ups.com/ and was surprised by how many commercials they have out (15 total, I've probably seen 2-3). They're fairly new however, and I don't watch much TV, so that probably has something to do with it.
Anyways, I found these commercials to be pretty entertaining, and very eye catching. They all include the same music, the same guy, and the same "whiteboard", but the actor makes his point in an interesting way in a short amount of time. He does this by drawing simple yet creative things on this white board that all make a point for UPS' new business. This is a new advertising campaign for them, and seems to be moving away from the old "What can brown do for you?" campaign. After doing some research, I found that this campaign is much more than just commercials, but will also include advertising online, on the radio, through print, and also on billboards.
After viewing their website, I believe that their commercials are trying to portray that UPS is no longer just a shipping company, but much more than that; a company that can take care of all your needs. And they seem to have a focus around helping businesses, whether they be small or large. Using a white-board is what I believe to be symbolic of them wanting to attract more businesses. Another interesting thing I found was the reoccurring theme of drawing one thing but having it transform into something else. For example, the four arrows in the first commercial just happen to perfectly make the UPS logo. In another, three lines become cropped into one arrow backwards, or a small UPS van that is converted into a semi truck, or a drop box that changes into a laptop, then a store, then a person, all within seconds. It shows that they can quickly manage and change things, just like their delivery intercept or accessibility.
Overall, I found the advertising to be very effective and very appealing. I think it will do well for UPS, and hopefully attract more businesses, which seems to be its priority.
I saw one of those on TV before, but that was it. I decided (mainly out of my intense desire to procrastinate) to watch all of the commercials on the website you linked. They were all very catchy and I kind of feel like shipping something UPS even though I don't have anything to ship, heh. I also like that they didn't bring in some really young dude to show that they are a younger more agile company. The person they chose made me feel like UPS has the experience of an older company, yet the elegance and vigor of a young company.
I agree that this group of advertisements will be very helpful for them. It's simplistic and to the point. They have mainly ads targeting businesses, although all of the topics could be for anyone. It seems as if the issues they are talking about are issues that people have had with mail delivery companies in the past, so they are using these issues as a platform.
Submitted by lcsnare on Mon, 02/25/2008 - 01:42.Yeah, I was impressed on the originality of those commercials. Using a whiteboard kind of gives the corporate planning feel so the next time I want to ship something I'll go with UPS. All of it is very simple, but the idea is effective!
Submitted by colgrunt on Mon, 02/25/2008 - 01:58.I agree with your blog as well as the above comments. I like that you pinpointed that having their drawing transform into something else shows how they can manage and change things. I would have to agree and it also makes the commercial very interesting - I've seen a few of them myself and really liked them as well! I would also agree that I'm glad that they went with an older guy to show the wisdom of the company rather than its youth. All in all good commercial and good blog.
Submitted by physicschic on Mon, 02/25/2008 - 09:24.I have only seen a few of these as well, but they all have similar themes that make then effective, and yet are tailored to specific problems businesses and normal people face. Using the whiteboard look gives it that business feel, and including a middle aged man in more casual attire seems give it a more small business, personal feel. I think perhaps they edit the board in some ways, because the drawings seem way too exact for the speed he's writing them, but this only for the sake of finding a negative in this otherwise well made advertisement. It serves its purpose, tailors to its audience, and uses lively music and constant action to keep the viewer's attention. Though I wonder how much money UPS put into this, because though there is not much in the way of scenery, clearly a good amount of thought went into what should be written and how.
Submitted by Silento on Mon, 02/25/2008 - 09:29.I could watch these all day. I really like the end of the most recent one I've seen with the semi truck..."lets throw some mudflaps on here." UPS did a great job in choosing a very unique way to promote their company. Every commercial is simple to understand, effective, all while entertaining the viewers. That, to me, is the key to promoting anything.
Anyone notice that the song they play is by the Postal Service? Its called "Such Great Heights".
http://www.youtube.com/watch?v=hMOkfI7wCrI
Submitted by glmaster on Mon, 02/25/2008 - 10:30."Using a white-board is what I believe to be symbolic of them wanting to attract more businesses." I think that this is the point of any commercial; to attract more business.
I do think that these commercials are very powerful though. In business, white boards are often the focus of any meeting or significant brainstorming session. White boards, symbolically, represent "getting things done" in a business world, and thats what UPS is trying to help people do.
Submitted by iamaustin on Mon, 02/25/2008 - 11:32.When I said that, I meant attract more "businesses", as in companies. I was basically saying that they are trying to attract the business of different companies, as opposed to maybe individual customers.
I'm surprised at all the comments that have been written. I honestly wasn't expecting that much of a response. Thank you all!
Submitted by BobbyM3 on Mon, 02/25/2008 - 12:05.