My alternate lyrics:
When the ad makes you cry like a poke in the eye......that's logistics.
When you feel lots of shame from our new ad campaign......that's logistics.
I have nothing against introducing the logistics concept to a wider audience but in my office, this ad campaign just makes most of us cringe. I think the supply chain and logistics capabilities of UPS are really cool and I hope we find a way to showcase them and bring them to more customers. I'm just not sure this is the way. Supposedly, this is part of a global advertising campaign that is supposed to be revolutionary according to the trade magazines. I just don't get it. As a business owner, I would want the sturdy, competent, trustworthy feeling from UPS, not this whimsical dance in the streets feeling. I don't care how you move my stuff, I just want to feel that it's in good hands. If this ad campaign was my first introduction to UPS, I might not have that confidence.
PS: There are ringtones of the song available on upsers for those diehard fans.
Your reaction (and mine too honestly) harkens back to the days of FedEx versus UPS advertising in the late 80's on up through the end of the 90's.
FedEx commercials which were widely recognized as being some of the most effective commercials and brand recognition ever created (remember the fast talking commercials) were of the type classified as "Emotive".
FedEx's Emotive commercials used the emotions of happiness and humor - they made people feel good, to associate FedEx as being Good.
This association would lead to the viewers using FedEx simply because it made them feel good.
As another example, remember the Coke "We are the World" commercials - this commercial is touted as the single-most effective commercial ever made, even though it had nothing to do with the Coke Products.
UPS commercials tended to be very factual based and tended to be very boring and uninspiring but a reflection of the seriousness of UPS.
These type of commercials were classified as "Cognitive".
Cognitive commercials used facts and logical presentation to lead the viewer to deduce that UPS provided good service, good pricing and technology.
UPS commercials, up to this point, have been Cognitive based commercials. The Logistics commercials is a blend of the two.
Time will tell whether it works.
I always thought the FedEx commercials were really dumb but they were incredibly effective in building the FedEx brand and getting people to use their services. I am willing (as if it makes a difference) to give the Logistics campaign the benefit of doubt.
PS - I like your lyrics.