Smart advertising

If you want to pursue the effect of advertising, it's best to not only promote your own product, but also undermine the competition in the process. Thomas Ilum and Zoe Vogelius from Hamburg planned a clever advertisement for Fedex. We see that the front part of this truck is the normal white tone of Fedex, while the back is painted DHL's orange-yellow, as if DHL is always struggling to catch up. One wonders what the senior management of DHL thought after seeing it.