Ogilvy & Mather, New York
UPS, as part of its “We Love Logistics” campaign rolls out the grainy footage of Boston College quarterback Doug Flutie launching the legendary “Hail Mary” pass that led his team to a last-second victory over the Miami Hurricanes in the 1984 Orange Bowl. Contrary to popular belief, the touchdown was no sandlot scramble but a play that was carefully plotted. As a series of callouts highlight the playing conditions and key blocks that bought Flutie time to find his receiver, the narrator stresses the strategy, teamwork and execution it took to deliver the winning TD. UPS ties itself to that golden moment by noting that all those steps are considered logistics and states, “And that is what we do.” The spot is an example of borrowed interest that works because it successfully makes the point that it's all about the logistics—UPS' stock in trade.