DHL is running an ad that showed how they help bring the F1 to different locations around the world - a most worthy exemplar of their logistics capabilities indeed. The ad is beautiful to look at, the message is clear, and the emotions come through.
One line of the narrative struck a chord with me:
"The hours are long, the pace relentless. In other words, the best job in the world."
Good copywriting aside, is this really the epitome of the best job? Has this become yet another unthinking belief, much like "all businesses must grow indefinitely"?
