Doner wanted to get the word out that UPS has many other services than just shipping. They created a great campaign called Cardboard World. Everything in the ads is made of cardboard.
"We do a lot more than just shipping". This line is true to the ad. UPS takes care of your packages, and put a lot of care into packing and making sure they get to you on time. They are great about tracking shipments so you know when it will arrive. The ad reinforces this understanding with the circus. The customer is on the tightrope- an analogy to the path the package travels. Any moment the package could get destroyed or lost...but not with UPS. Like the flying trapez artists, the UPS delivery persons will take care of your package.