In support of their new "Logistics" campaign, United Parcel Service used footage from the 1992 East Regional Finals where Kentucky faced off against Duke and lost when Christian Laettner made a shot during the last seconds of the games.
While UPS seems to be trying to capitalize on March Madness by using one of the most famous games in college basketball, it has struck a sour chord with Wildcat fans.
As Mike Tuttle explains:
"You have to understand, Kentuckians don’t talk about The Shot. And, anytime we do, it is followed with a spit and a curse. In Wildcat Country, it is like the death of JFK. Every single UK fan old enough to know about that game remembers exactly where they were when it happened."
While some fans are content just to let their anger fester, others have formed some conspiracy theories, notes Deadspin. The first UPS's marketing director is a Duke graduate, and is using this ad to rattle the Wildcats ahead of a possible Elite Eight matchup with his alma mater. (She actually went to UNC). The second is that UPS is in bed with Louisville, and the Cardinals want Kentucky fans to relive the pain.
In a blog post, UPS addressed the issue, and the theories, saying that "the campaign isn’t about the players
or the teams involved. It’s about what it takes to be in a position to win –
the logistics of competing and delivering."
But that did not soothe the angry mob. Kentucky fans have
been posting angry message all over the internet. And most of them mention how
they are now exclsively using FedEx. One such fan said:
If FedEx were smart they would take advantage of this (real or perceived) misstep by UPS and create some kind of promotion for UK fans.
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