The meaning of logistics

A few brands have been going retro with their campaigns. I'm talking song or a jingle retro. Nationwide Insurance is by my side. Like a good neighbour, State Farm is here. The scene is getting pretty crowded if you ask me! UPS stands out thanks to its excellent cinematography and the great insight that went into the ad - no one knows or cares about whatever the hell "logistics" means. With this commercial, UPS defines it for you in an emotional way, and hence now owns that word in your dictionary. Pretty brilliant! Unfortunately they don't seem to be maximizing the potential of this strategic idea. I see so much more that can be done to turn this into a social campaign and build more hype around the services! Here are a few keywords to work off of: simplifying life, cross-border relationships, support for small businesses, stories, stories, stories...

-Yang Yang, Director of Strategy