UPS loves logistics. You already know this if you've seen the shipping company's new TV spot (above) from Ogilvy, set to the tune of "That's Amore." But they took it further. Recently, the company hired a dance troupe, dressed them in UPS uniforms, and had them do a little logistics dance in Chicago—captured in the video below. At the end of the video, the dancers use their boxes to spell out "We [heart] logistics," which is the theme of the new campaign. Hokey? Perhaps. But I'd say UPS is getting its message across loud and clear. And it's not an easy task to make logistics seem like fun.