Joe la Pompe, since 1999

I feel stupid for not understanding the DHL one.

I think « ups » means « oops, I lost your parcel » or « Oops we are late with your mail » … it means with UPS there is always problems to be sorry for. But maybe I’m wrong… Is that it?

maybe it simply means lack of care during transportation, messing up everything inside the package, as shown by the quotation marks.

The first version is already very similar to the Olay skin cream series that used the bottles as quotation marks. UPS should reconsider the brown color… Not inspiring for anyone…

It’s to do with the typography, the quote marks are the wrong way round

i think this ad is meant for germany only. in german « ups » means « oops » and the quotation marks are right. that’s how they are written in german. still i think, this on advertises more for ups than dhl. not a good one imho.