Ogilvy Debuts New Tagline for UPS

By Erik Oster 

Ogilvy & Mather have launched a new campaign for UPS, retiring the “We Love Logistics” line used since 2010 in a new, 60-second broadcast spot.

The new spot instead positions UPS as “United Problem Solvers,” emphasizing their importance to small businesses. “Bring us your baffling, bring us your audacious. We want your daydreams, your a-has…” says the voiceover at the beginning of the spot, before claiming UPS is in the “problem solving business.” The ad shows a series of innovators, entrepreneurs and small business owners as UPS helps them to operate, expand and solve problems. “United Problem Solvers” debuted yesterday during coverage of NCAA basketball and is supported by print ads in business and trade publications.

“The audience that is watching NCAA really skews toward more senior-level decision makers, and it reaches audiences from small businesses to the mid-market to large enterprises,” Maureen Healy, vice president, customer communications at UPS, explained to AdAge.

“While logistics can be big and complex and scary, what logistics can help you achieve can be sort of magical,” added Alda Abbracciamento, worldwide managing director at Ogilvy & Mather, New York. “The focus of that idea is brought to life in TV, print and online ads.”