DHL last week broke a $150 million campaign that knocks rivals FedEx and UPS. The effort, via WPP’s Ogilvy & Mather, positions the client as a “whole new choice” with the tag, “Competition. Bad for them. Great for you.” In the first of three spots, FedEx and UPS trucks stop at a railroad crossing as a freight train speeds by carrying dozens of DHL vehicles. DHL, which has grown recently through acquisitions, spent $20 million on ads last year, according to TNS Media Intelligence/CMR.
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