Sometimes the most compelling thing a B2B advertiser can say about what they do is that they just find it really fascinating themselves.

Specially in so called low interest categories; to my mind, often the most interesting. Here’s a great example from UPS.

Logistics is a very fought over market, with FedEx and DHL and TNT and Parcelforce and a host of others.

Heart to heart deliveries by UPS

In the category ads are vaguely familiar – DHL, yellow and red, has convulsed between the ridiculous ‘do-how’ people and just now goes on about excellence, or something equally controversial, with high powered business school diagrams flowing out of a dispatch guy’s head.

UPS has those strange brown plywood vans. I know nothing else about them.

But here is a simple, seemingly anti-creative advert that brings the world of logistics into the weekend paper.

With no concessions to the moment. Not a child blowing a dandelion clock, or a sports star, or an on-message, in-uniform member of staff in sight. (OK, maybe there’s one.)

Not even the egregious ‘tell us your favourite packaging story’ link to a social media engagement programme. (OK, there is a bit.)

Just a picture of a broiling volcano. The Iceland one. Not glorified this pic – it’s a picture of a problem, no more.  (As with Wells Fargo, the Stage just gets through.)

In this ad for UPS logistics, you get logistics – straight. You get it logically, with the visual taxonomy (pictures of a van, tailfins and a chap with a package) of a logistician.

Say it as it is

Loads of words.  Quite boring they get, too. Sure we can buy the business case for logistics, as the ad wants us to.

What we’re actually buying, though, is someone who believes in what they do.

‘We love logistics’? A geeky logo?

I buy it.

Brilliant. Talk about being the brand.