over9five posted "Most normal blue collar people hate them, too. But they say they are a great success with the white collar people who actually make the decision on what company to use for their shipping."
Actually, the ads and website have won awards specifically becuase they reach out to MORE than one group.
From one of the links I posted:
"Because the campaign targeted several audiences including executives, small business people, office managers, shipping managers, and consumers with shipping needs, it was essential to determine user discovery patterns to intuitively guide users through the site by business challenge or product need, aligning the appropriate products to the shipping/business challenge."
There are ads for every group that could ship a package so they reach almost all audiences. Check out the whiteboard site to see all of them...it's not just the TV ads that are part of the program.