DHL Viral Ad Has Nothing to do with DHL

In Featured on App, Featured Videos, Marketing and Sales by Vaughn Highfield

Advertising agency creates an ingenious DHL ad, but the courier rushes to deny involvement

Sometimes you just can’t put a price on publicity, with a lot of the most prevalent coming from adverts you never even had to pay for. Indeed, some of that isn’t the best publicity in the world, but as a wise marketeer once – controversially – said ‘there’s no such thing as bad publicity’.

But DHL seem to be trying to shy away from what is, quite possibly, one of the most genius adverts that the delivery company could have ever hoped for.

The ad, produced by German marketing company Jung von Matt / Neckar, shows a heat-sensitive package being sent to DHL’s biggest rivals: UPS, TNT and FedEx.

The package, when cooled, appears as a big black box. However, as it warms the specially-treated boxes begin to show a different design. A design that plasters ‘DHL is Faster’ across the box. It’s a genius move in terms of marketing, both embarrassing the competition and proving a point that perhaps DHL could have shifted the unwieldy box faster.

But, DHL don’t want to be associated with this clever marketing move – despite the fact that they now are.

In an email statement to Mashable, a DHL representative explained that the company was well aware of the ad-agencies intention to produce something using the DHL brand, but understood it was only for internal use in an ideas competition.

“This video was not something that was initiated by DHL. The video was created by an external agency for their own internal competition. We were aware in advance of the intention to use it for this purpose. We were not aware of any plans to share it externally,” said the representative.

Of course, in this day and age it’s almost impossible to think that something won’t become externally facing through the likes of YouTube or LiveLeak.

We’ve reached out to Jung von Matt / Neckar for comment and will update if we hear anything.