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47 Comments
im not sure if i get the main message your trying to convey, maybe it needs a strapline to explain better, whats the usp
There is a line at bottom right in red.
Ammirati & Puris did it better for UPS in early 80's. You're all probably too young to remember - they painted hot wheel decals around the rear wheels of the brown delivery truck.
Well I, for one, like this a lot. Maybe its because the movie is from "my generation." But I like it a lot. So simple, I wonder if the exact same thing has been done before. I would check becaue I seem to remember the DeLorean used in something. I think I might of seen it in an archive. Maybe a year old. If not, I think this would be a keeper. I like simple ideas like this.
nice thought but this could have been executed funnier. right now it's a borrowed interest ad. try not to live off some other image but instead to show me the lengths DHL (employees?) will go to to get it there right now.
Krautland, you don't have a clue. Your ideas are boring and your critiques are tired regurgitated BS.
you don't know me and this ad is still lame.
Very simple and nice.
When you need it delivered yesterday.
I like it.
"You will not have creative superiority over me!"
www.twentythree.co.il
I like it but I feel your line is repeating what your image is already showing us.
Agreed but some people need to be reminded of the movie "Back to the Future". Now I believe the Creative Team had that same fight with the client or the CD. And they finally compromised but the type had to be real real small. :)
erm.. doesn't matter how fast it is now,.. it's already late, rite? :)
Yes stsanto - by about 28 years.
stsanto & Pete2, it's not about being fast, it's a time machine.
oops.. didn't see it as time machine :)
it looks more like a modified car with turbo engine to me, hence the idea of being fast.
I like the slogan. Art is also nice ;]
If you're implying time machine, then you're advertising an impossible benefit. Consumers are smarter than that.
Consumers are smarter and they are used to truth stretching in advertising. They know from what they see here that if they use DHL it will always be delivered on time. No one is really going to think they have real time machines. If I depicted a time travelling vehicle that is unrecognisable, then it would seem deceptive and confusing.
I couldn't agree with Pete2 more.
It's about being prompt; not going backwards.
Not backwards, always on time, masters of logistics. You think too literal.
Yeah, I think this works very well. Keep the line of copy. Sometimes it's unnecessary but I think here it strengthens the idea. Love the art direction. I think you can turn this into a campaign with a few other retro/time machine icons.
I actually got two different messages from this. On the one hand, it refers to the DeLorean in Back to the Future so you're doing the time machine thing. On the other hand, its an iconic object from the recent past, which works really well with the line of copy about wanting it yesterday.
bbp and pete2 have absolutely no clue what they're talking about to the point of ridiculousness. I'm hoping its because of cultural differences (i.e. they never saw the movie or know what a delorean is) and not because they're dense.
As a heads up FedEx is "When it absolutely has to be there [overnight]", so maybe re-word/play off the yesterday more.
A rocket-powered car to convey expediency is a logical extension, but telling us it's a time machine isn't, in my opinion. The ad itself made more sense before you said that and is quite nice otherwise. Although, I'd bet that adding a rocket engine/jets to something to show it's fast has been done before.
The more I read responses the more I realize this would only work in the US. I can't believe people don't get that this is from "Back to the future." I got it as soon as I READ THE TITLE! I didn't even need to see the ad.
Rocket powered car... haha
Well there's a pop-culture reference that's as old as I am. :P
You must be very young then.
As old as Back to the Future itself, bud. ;)
Then I hope I'm a bit of a help to you youngsters out there learning the biz.
It's solid. And maybe the DeLorean would still be around if they wrapped it in some yellow; it looks great like that.
Slow clap!! nice one!
Great job man!
realy like it. nice
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I would never promote Coca Cola.
krautland has a good point about employees which could make it funnier or at least educational. Maybe showing the car but also showing the same employee wearing three different generations of employee's clothing holding the same box???. Just an idea.
I like this ad. I think it's pretty funny and I get the idea straight off. But then, I am a huge BTTF fan...
http://crabbitcopy.blogspot.com
nice, but i think you can get a better idea with that concept
please comments about this ad: http://adsoftheworld.com/forum/exhibition/bic_pen_ad
I like the concept, "beating time"... It looks pretty transparent to me.
It is probably more transparent to those who are familiarized with the movie, than for those who aren't, but, in my opinion, that makes it even funnier.
Citro likes it. So I guess this one's a gonna. Thank the Lord, I'm so over this Delorean!
Pete2, it's not really my thing but, if you want it so bad, I can search the SOS Gay's phone number for you...
Meaning... and using language coincident with your IQ: Leave me the fuck alone.
Dammit Doc!
If only I had more time! Wait a minute I have a time machine! I'll just go back early and deliver the letter...
Check out www.bttfblog.com It's a back to the future and delorean blog.
Just copied from above
Submitted by adbuff07 on Mon, 2008-07-21 19:01.
Krautland, you don't have a clue. Your ideas are boring and your critiques are tired regurgitated BS.
Very true, he is not even a critic. What the hell he is doing in this forum
This is a great idea. I'd have said the strapline could be a lot bigger, but it's funny and grabs your attention.
Anyone who saw Back to the Future or at least associates the Delorean with Back to the Future (oh, that's everyone on the planet) will get it.
The 'delivery yesterday' joke works, plain and simply. Sure, geeks will discuss for hours how DHL might endanger the flux-capacitor but, you know what, it doesn't matter.
If I did PR for a courier company, I'd steal this. And surely no one can have you for false advertising - I mean, it's a joke - but I'm sure some company lawyers would raise the point.
Wow. This is really nice but I think you can stretch the truth too much in advertising. Good ad though, it works for me.
I've heard the term 'borrowed interest' bashed around about this ad but I think it's done tastefully. I think about how I would show a time machine and it's not that easy a choice. I've seen timemachines depicted in things and the iconic one is from the original movie "The time machine." Apart from inventing a new kind of design in photoshop as a generic TM, there isn't much of a choice, The time tunnel, the tardas... The Delorean from Back to the future is a cool choice and still quite modern.
Things are borrowed from everywhere in advertising.
bravo on the retouching
Glass houses Davosk?
Haha! This is cool. I love it. I'm not to familiar with DHL, but if it's using Doc's DeLorean and making a reference for "when it absolutely needs to be here. Yesterday", I can only assume it's for a delivery company. Simple and relatively creative, and the yellow doesn't look half bad on the DeLo. I mean, if they did make deliveries in that particular car, I'd use DHL on that basis alone. Of course, I'm a BTTF fan.
Very cool on the exaggeration of 'always on time'. Maybe the line - "Anywhere, anytime" would be better.
haha DHL certainly need time-travelling machine to deliver their stuff in time... or else they will never do it right.
nice