The Martin Agency this week began airing what could be the final four UPS whiteboard television commercials.
But that doesn't mean that the ad campaign is dead or that the star of the ads, Martin creative director Andy Azula, won't be appearing in new ones.
"We have no way of knowing if [UPS'] new agency will continue to use the whiteboard campaign until they finalize their new creative work, but Andy said that's a possibility," said Theresa Dunn, a spokeswoman for the Shockoe Slip ad agency.
In April, UPS put its global advertising and marketing account up for review.
Martin announced in August that it would no longer handle creative work for the shipping company.
UPS has yet to hire an agency.
If the campaign were to continue, Azula would appear in the commercials as an actor.
The chance of another agency picking up the campaign is likely slim, though, meaning these could be the final ads.
The whiteboard campaign "has been incredibly successful, and Andy has been a large part of that," said Karen Cole, a spokeswoman for Atlanta-based UPS. "But a lot of things could change" once a new agency is chosen.
Cole could not comment on what, if any, are Azula's contractual obligations to UPS.
Martin has held the UPS account for nine years. The contract runs through year's end.
During that time, Martin created the familiar "What can Brown do for you?" tag line as well as the whiteboard commercials.
The first whiteboard commercials starring Azula aired in January 2007. With the four new commercials, the agency has created a total of 52 whiteboard ads.
"There's some genuine sadness -- because this was a client that Martin was able to do some really strong work for, and they don't come along every day," said Jonah Bloom, editor of Advertising Age, an industry publication.
Contact Louis Llovio at (804) 649-6348 or LLLovio@timesdispatch.com.
Email
Facebook
Google
Twitter
Favorites
More
Advertisement