Here’s how you get your competitors to advertise for you

Going viral right now is a delivery ad with DHL’s name printed all across it. While a brilliant piece of work, DHL claims it has nothing to do with it.

Here’s the story:

The ad depicts several of DHL’s competitors including UPS being tricked into delivering large packages carrying bold red words stating “DHL is faster”. So if the signs were so huge, how did it escape the competitor’s eye, you might ask?

Well the boxes were supposedly wrapped in thermo-active foil, which when cooled, hid the message. Only after it was picked up and ready for delivery (in a warmer temperature) did the message unveil itself.

Check the video out:

In an email to Consumerist, DHL denied its involvement with the ad:

“This 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.”

One has to, however, wonder if the brand isn’t secretly grateful about the whole feat. It is after all a great piece of comparative advertising and if DHL gets to wash its hands clean of it, so much the better, isn’t it?

The ad has gained over three million hits and growing.

Rezwana Manjur
Southeast Asia Editor
Marketing Magazine Singapore
Rezwana Manjur, a true blue city girl and complete social animal, spends half her time sifting through advertising scandals, and the other half testing out brands' retail marketing strategies at the mall. She enjoys traveling and fantasising over the charming lads on hit TV show Mad Men. Most weekends, she turns nocturnal, except when brunch comes into play.

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