DHL is launching the next stage of its global International Specialists marketing campaign in the UK tomorrow, building on its world-class partnerships with Manchester United and Formula 1™.
Created by 180 Amsterdam, the campaign brings DHL Express to life as ‘the Official Logistics Partner’ in its global relationships. The DHL brand qualities of speed, efficiency and excellence are depicted in the advertising, which is built on the DHL’s famous ‘Speed of Yellow’ motif.
Al Moseley, Executive Creative Director at 180 Amsterdam, said: “This is not another celebration of a sponsorship but a demonstration of a true partnership between global brands. DHL actually moves Formula 1™ around the world and has helped Manchester United become the world’s most supported club. It’s only because DHL is the most international company in the world that it can do this. The work tries to capture the energy and excitement of these phenomenal partnerships.”
The first series of ads features Manchester United stars including Sir Alex Ferguson, Wayne Rooney, Ryan Giggs, Nemanja Vidić, Park Ji-Sung and ‘Chicharito’.
The 60-second television ad shows Ferguson at Old Trafford acknowledging a DHL Express courier, Duncan Atkinson, as he starts his day. As the DHL van takes off, it dissolves into the ‘Speed of Yellow’ and flies upwards into the sky to the sound of the DHL anthem ‘Ain’t No Mountain High Enough’. We follow the ‘Speed of Yellow’ as it moves from player to player, country to country, lighting up screens and murals featuring Manchester United’s global superstars, skilfully interacting with the yellow light.
Additionally, a campaign has been developed to bring to life the logistical partnership between DHL and Formula 1™. The resulting work, ‘Delivering Formula 1™ to the World’, brings to life the real life story of how DHL enables race cars to get to the starting grid on time, around the world. The ‘Speed of Yellow’ races through different global terrains, overcoming obstacles in its way, until it reaches the Yas Marina circuit where ‘Ain No Mountain High Enough’ starts to play. Here we’re introduced to another real member of the DHL team – UAE courier of the year Mahmud Farid Rizk – making his DHL deliveries to an Formula 1™ team.
The campaign will run initially in key markets including the UK, Turkey, Norway, China, India, South Korea, South African, United Arab Emirates and Mexico. As well as the full-length television version, there are variety of cut-downs, press, outdoor, as well as digital - including behind the scenes footage of Manchester United players, which will run on DHL channels.
This 2012 wave of advertising follows the success of DHL’s 2011’s ‘Grow’ and ‘Runway’ spots, also created by 180 Amsterdam.
Executive Creative Director - Al Moseley
Creative Director - John Messum
Art Director - Stephen Hancock
Copywriter - Ben Hartman
Planning Director - Mandy Graham
Account Director - Piers Bebbington
Agency Producer - Stephanie Oakley & Susan Cook
Director / Production Co - Antoine Bardou-Jacquet for Partizan
Producer - David Stewart
Editor - Bill Smedley at Work Post
Post Production - Andrew (Barnsley) Wood at The Mill
Sound Design - Alex Nicholls-Lee at Wave
DoP - Damien Morisot
Clients - Dirk Ude / Merryn Rautenberg
Media - MEC