Creativity

DHL celebrates 50 years of trade with Bryan Adams 'Summer of '69' spot

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By Imogen Watson | Senior reporter

June 17, 2019 | 3 min read

To celebrate 50 years of trade, DHL is giving viewers a 'Tour Before The Tour' that follows Bryan Adams guitar from the Gibson's factory in Nashville all the way to the stage of Wembley Arena in London.

Renowned for his top hit 'Summer of '69' - the year DHL was established - Adams was an obvious choice to celebrate the logistics companies heritage. As the Official Logistics Partner of Adam's 'Shine a Light' tour, DHL has pledged to plant a tree for every concert ticket sold across the world - in tune with both parties commitment to sustainability and environmental protection.

DHL

DHL

As part of its birthday celebrations, 180 Kingsday has created a TV spot that follows the seamless delivery of a Gibson guitar from its Nashville factory, all the way across the Atlantic to London, to accompany Adams on stage as he embarks on his tour.

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Artistically shot, in the factory, the camera flies through various stages of the guitar's creation, until it is placed with a DHL branded guitar case and picked up by one of its couriers.

With snippets of the famous song heightening the film in the background, the guitar gets transported to the airport where it is belted upon a DHL plane. Once picked up across the pond, the guitar makes its way to Wembley, where Adams pulls it out the case and starts singing 'Summer of '69' on stage.

The spot concludes with the onscreen text - 'DHL. Excellence. Simply delivered wince the summer of '69.'

Discussing John Messum, creative director at 180 Kingsday said: “Creating the campaign to help DHL celebrate their landmark 50th anniversary this year, meant producing something memorable.

"Working with director Scott Lyon we were proud to deliver a beautifully crafted, fast-paced spot for the brand. It's a celebration of what happens behind the scenes and the many hands that help make the music."

DHL: Summer of '69 by 180 Kingsday

By DHL

Overall Rating 4/5

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