Brand Warfare | How to "get ahead of" your competition

Perfect lesson on how this courier company is always “ahead of its competition”. Courtesy of FedEx Germany.

Notice how the clever image on FedEx’s delivery truck. Meant to suggest their main competitor in Germany, home-bred DHL. Cheeky & smart! Simply brilliant!


FedEx’s truck’s livery in Germany is painted with a DHL delivery truck, suggesting that FedEx is always ahead of its competition. Hence the tagline: “Always First“.


Compare the above FedEx delivery truck to the “real competition” down below, DHL.

Advertising School: Miami Ad School, Hamburg, Germany
Creatives: Thomas Ilum, Zoe Vogelius

Inspiration: Ads of the World

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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
This entry was posted in Ads, TVCs & Commercials, Germany, USA and tagged , . Bookmark the permalink.

One Response to Brand Warfare | How to "get ahead of" your competition

  1. Pingback: Brand Warfare | How to “swallow up” your competition | IDEAS INSPIRING INNOVATION

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