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UPS introduces new 'Whiteboard' ads

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United Parcel Service of America last month rolled out new TV, print and online ads that are part of its ongoing "Whiteboard"campaign, which was originally launched two years ago.

The Martin Agency, Richmond., Va., which handled the original campaign, also created the latest ads.

"The creative execution shows a new way to answer the question of what 'Brown' can do for you,"said Betsy Wilson, director of advertising at UPS. "The 'Whiteboard' campaign gives us a way to take the range of products and services we have, break it down and make complex ideas simple.”

The campaign includes more than a dozen new TV spots, which are running on broadcast and cable networks including CBS, CNBC, CNN, ESPN and Fox News.

The ads showcase different UPS capabilities, such as overnight shipping and a new paperless invoice product.

"In each spot, the end goal is to take something seemingly complex and show a simple solution by using the whiteboard as the palette,"said Andy Azula, creative director at the Martin Agency.

Print ads, which are running in such publications as Forbes, Fortune, Inc. and The Wall Street Journal, also use a whiteboard concept to illustrate the benefits that UPS services can deliver.

For example, a print ad for UPS Freight guarantee service shows a drawing of a package, plus a UPS truck, to equal "reliability technology guarantee.”

Online ads, also featuring the whiteboard concept, are running on sites including CNNMoney.com, Forbes.com, Inc.com and TheStreet.com.

All offline and online ads drive users to the redesigned UPS Whiteboard Headquarters site, at whiteboard.ups.com, developed by Atlanta-based IQ Interactive, where they can learn more about UPS products and services.

The UPS Whiteboard guy (played by Azula) comes on the screen and takes users into a control room, where they can click on different areas to see information arranged by need (for example, going global), products and services (such as billing solutions or e-commerce) or category (large or small business).

They can also click on a theater to see online videos, animated short films and the TV spots.

"In recognition of the broadband Web's ability to tell a comprehensive brand story, UPS decided to make the site where the full, unedited story is told, with other media driving to it,"said Tony Quin, CEO of IQ Interactive.

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