DHL’s “Studio to Atelier” ad takes viewers on a journey of a business owner growing from a small studio operation into a thriving global enterprise. The ad emphasizes how DHL supports this transformation by offering streamlined logistics solutions that allow businesses to expand and thrive, no matter where they are in the world. It’s a powerful, aspirational story that speaks directly to small business owners looking to scale their operations.
The Formula (That Works at Any Budget):
Inspirational Journey = Immediate Engagement – The ad follows the entrepreneurial path from humble beginnings to success, showcasing the power of logistics in business growth. → Lesson: Use an inspiring narrative to show how your product or service empowers users to achieve their goals.
Clear Solution = Convincing Message – DHL is presented not just as a delivery service, but as an essential partner in the business expansion process. → Lesson: Position your brand as an indispensable tool for success, showing its role in achieving the customer’s ultimate goal.
Global Reach = Aspirational Appeal – The ad reinforces DHL’s global capabilities, appealing to business owners with international ambitions. → Lesson: Highlight your product’s unique selling point, like international coverage, to make your offer more enticing.
Visually Stunning = Memorable Impact – The ad uses beautiful cinematography, showing the growth of the business with smooth transitions between the studio and larger scale operations. → Lesson: Use strong visuals to tell the story and create an emotional connection with your audience.
Humor Breakdown:
Subtle Humor – The ad doesn’t rely on slapstick comedy, but rather light, witty moments in the form of clever visuals and a charming narrative that engages the audience in a feel-good way. Gentle Playfulness – The humor is embedded within the portrayal of the business journey itself, making the ad both entertaining and relatable to viewers who appreciate the lighter side of growing a business. Light-hearted & Encouraging Tone – The humor never undermines the brand’s professionalism but adds an approachable feel to the otherwise serious message of business growth.
Final Verdict:
DHL’s “Studio to Atelier” ad does an excellent job of inspiring and engaging its audience. It successfully conveys the message that DHL isn’t just a logistics company, but a growth partner that can help take businesses from small startups to international powerhouses. The ad is visually appealing, aspirational, and subtly humorous, making it a strong piece of brand storytelling.
Brave-o-meter score:
B-7 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.2/10
Watch the full ad & learn more:
Website: DHL
LinkedIn: DHL LinkedIn Page
