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DHL'S JUMBO FLIES IN U.S.

Published on .

DHL Worldwide Express is introducing to the U.S. one of its newer products, the Jumbo Box, by "Americanizing" a TV campaign running for a year in Asia and Australia.

DHL this month broke the campaign for the box-which measures 16 by 18 by 13 inches-in Midwest markets including Chicago, Detroit, Minneapolis, CIncinatti and Milwaukee.

DHL changed the voice-over for the U.S. spots while keeping the same copy and video. The commercial depicts an elephant running down an airport runway carrying a large box on its back, then flapping its ears and taking off.

Creative is by the Campaign Palace, Sydney, and adapted for U.S. use by Goodby, Silverstein & Partners, San Francisco.

Commercials won't run during the Olympics but will pick up for two to three weeks following the Games.

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