I really didn't get this ad at first. It took a couple comments to realize what it was trying to communicate. Maybe I'm just slow, but I guess they were trying to use "UPS" as a phonetic word, that word being "oops". Even after realizing that, I still don't like the ad. Someone flipping through a magazine or driving down the highway is only going to see the easily recognizable UPS logo. They aren't even going to glance at the tiny DHL logo in the bottom right. Way to give free advertising to your biggest competitor DHL. Nice work.