A little smug but really clever way to get your competitors to advertize for you:
Update from a reader:
DHL actually had nothing to do with that advert that you embedded – the video was a result of an internal creative competition held by German advertising agency Jung von Matt. There is an original German version, though the English version is the one that has gone viral. DHL is thrilled with the free publicity, and the message is very much in line with what the company believes about itself, but DHL was as surprised as anyone to see these videos when they were first uploaded on YouTube.
(Hat tip: Tastefully Offensive)