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NEW YORK DHL breaks a $150 million campaign today that takes aim at its key competitors in the overnight shipping business.
The ads unveil a new theme for the company, positioning DHL, which has grown of late through acqusitions, as providing a “Whole new choice” in terms of express shipping. The new tagline is: “Competition. Bad for them. Great for you.”
In the first spot, “Cargo Train,” FedEx and UPS trucks stop at a railroad crossing as the safety gates come down.
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