I’ve been a big fan of the UPS whiteboard commercials. They have a clean simplistic approach that illustrates the point that is being made. UPS has a new spot out that upgrades the simple whiteboard to interactive touch display. It’s an interesting upgrade to the campaign, but I think it is distracting and causes you to lose focus on what’s being talked about. The previous approach was simple and played well with the dialog. It communicated that although shipping can be complicated, UPS knows its stuff and can make it easy for you.

I think the new approach may actually take away from the value of the spots. It’s visually more complicated which makes me think working with UPS might be complicated. In fact, the pretty moving pictures caused me to miss what the guy was talking about. I’ll be curious to see further spots to see if I’m over thinking this one.

What do you think, nice upgrade to the campaign or has someone spent too much time with their iphone?

Filed under: Advertising, Campaign Critiques, Jamey Shiels, Marketing Trends, Personal Opinions, Strategy