ATLANTA UPS launched an international advertising campaign this week that will reach 104 countries, the company said.
It's the Atlanta-based company's largest international effort and the first time it has used a celebrity spokesman, UPS said.
Created by Interpublic Group's McCann Erickson in New York, the campaign includes two 60- and three 20-second television spots, print, outdoor and Internet ads.
One 60-second commercial features French film star Jean Reno, who had a leading role in the film The Professional. That ad will air in Belgium, France, Germany, Italy, the Netherlands, Sweden, Austria, England, Hong Kong, Taiwan, Singapore and Mexico.
The other 60-second spot, which features the UPS brown vehicles making deliveries around the world, will air in China, India, Japan, Korea, Malaysia, the Philippines, Taiwan, Thailand, Hungary, Poland, Turkey, Mexico, South Africa and Nigeria.
"Our goal is to show how UPS offers a wide range of capabilities that help businesses better navigate the complexities of international business," said Larry Bloomenkranz, vice president of brand management and advertising.
The ads will be concentrated in China, where UPS has increased its service in the past year and plans to continue expanding next year, the company said.