Where’s Ashton Kutcher with his Punk’d cameras when you need him? Delivery company DHL pulled one over on their long-time competitors UPS via a unique marketing idea.

What’d they do? DHL sent some of their packages undercover behind enemy lines. DHL hired a few competitors like UPS to deliver large black boxes to addresses that weren’t easy to get to—only the boxes weren’t actually black. Instead, they were covered with a temperature-activated ink that appeared black when the boxes were chilled to sub-zero temperatures at the time of pickup. But as they warmed up in the back of delivery trucks, the black ink faded revealing a large message on the side of the boxes revealing “DHL is faster.”

Oh, snap! UPS, you’ve been had!

Like most marketing stunts hoping to reach a much larger audience long after it has ended, the execution is only good if you capture it on film and make a decent video that can be shared online. The video above has since gone viral, being viewed far beyond those on the street who saw the prank in action. While this effort will not vault DHL to #1 in the delivery services category, we commend the marketing team behind this idea for thinking outside the box and trying something different than TV spots and print ads.

What do you think of the idea? Tweet us @herofarm to let us know.