So I know in today's world that there's no point in getting frustrated by advertising anymore but just the same I feel I need mention this frustrating case: the new UPS ad.

Allow me to explain. OK. Apple has that campaign going with John Hodgeman (Author, Comedian) playing the uptight, unfun PC and Justin Long (the actor not the DJ) playing the hip, fashionable MAC and regardless which side of that debate you are on, the ads themselves are somewhat entertaining. Plus, they fit the culture of MACs. They make sense, in a sense. Sure not all PC users are stocky, middle-aged and bald just as not all MAC users are thin, hip and 20-something but the illusion is there, the product design is there, and MAC marketers are playing on it. Good. Fine.

But now we have a new campaign from UPS that seems to be attempting to present UPS as cool, hip and with fashionable hair. The campaign seemed to be aimed at small businesses and to further accentuate their new 'non-corporate' indie sensibilities they backed the commercial with music from The Postal Service's 'Such Great Heights.' (never mind the irony).

As I recall, in the commercial an older brother looking, more mature and driven version of Long-the-MAC-guy-in-a-sport-coat is heralding the ways in which UPS can help your small business. He is drawing on a white board to further illustrate his point. And as I mentioned, the Postal Service beats in the background.  

My problem with this? Well for one, that song has been used in several commercials already and the least UPS marketers could do is  be original. For two, that song has been used in several commercials already and this is just one more instance of it being ruined. (It was actually the soundtrack to my wife and I getting together. We had it first, damnit! Before M&Ms and Volkswagon or UPS or whoever, and before every 16 year old girl knew who Ben Gibbard is). Thirdly, because it has been ruined already, it actually makes UPS more lame and less hip to be using it. They aren't staying true to their culture. They are the company with guys in tight brown shorts. They should stick to got brown or at least do their homework. A multi-million dollar company and this is the best they can come up with? I need a job, they should hire me to tell them what's cool. If not, I can see it already: this Spring all the guys and gals in the delivery trucks will be wearing brown cargo shorts with matching Vans.