MindShare exploits Mission Impossible 3 link-up for DHL campaign
LONDON - Delivery firm DHL is to exploit its links with Tom Cruise's latest film 'Mission Impossible 3', as part of a campaign arranged by MindShare's entertainment and sports arm.
The deal through MindShare Performance follows on from the delivery firm's work on the film as its official shipping and logistics partner, providing delivery of movie sets and chartering flights for the film's producer Paramount Pictures.
The campaign involves a global advertising push, which also involves MindShare's WPP stablemates Ogilvy & Mather New York and Mediaedge:cia, called "Do How" about how DHL's staff can do "impossible things".
Edward Sharp, MindShare performance's managing director, said: "We have always believed that 'Mission Impossible 3' would be a fantastic platform for DHL to launch its new global brand campaign and together with our sister companies Ogilvy & Mather and MEC, we are helping DHL maximise the value of a partnership with one of the world's biggest and most exclusive entertainment properties."
'Mission Impossible 3', directed by 'Alias' and 'Lost' co-creator JJ Abrams, goes on public release in the UK on May 4, and premiered in London this week at an event that saw Cruise carry out his customary walkabout with fans.
The star, who spent three hours with the crowd, was taking time out of his paternity leave following the recent birth of his daughter Suri to attend the event.
The film also stars Ving Rhames, Philip Seymour Hoffman and 'Shaun of the Dead''s Simon Pegg.
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