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FedEx Blog

FedEx Huddles Up for A New Ad Campaign

January 6, 2010

As many of you watch the FedEx Orange Bowl tonight, I wanted to share my thoughts regarding the new round of ad work FedEx launched this January with the College Football Bowl Championship Series. This year’s FedEx brand campaign features five new television spots promoting the reliability of domestic overnight delivery, international shipping, FedEx Ground, FedEx Office Print Online and the multi-faceted capabilities of FedEx Office.

Using our trademark brand voice of leadership and office-humor, these spots take a “back to basics” approach and will remind customers about core FedEx services.  The ads also illustrate how FedEx provides key solutions to assist customers in their business-building efforts.

These spots are the next installment of the “We understand” campaign that launched last year.  “We understand” is designed to always address a specific customer need.  Both visually and through copy, the “We understand” strategic platform illustrates the problem/solution dichotomy and the FedEx resolution.

We also have launched the new destination for almost all of our advertising – The site is dynamic so that the lead message plays off the advertising that the consumer has just seen on TV or online.  The “We understand” site allows consumers to easily self-select their path deeper into the FedEx site by displaying content specific to that user.  You can view all of our spots on  I hope you enjoy!


    These ads are great!
    Kudos to the team and creative talent that came up with them.
    I have to admit I usually regard our ads as hit and miss, but these definitely make me laugh and get the message out at the same time.
    Thanks Steve, for continuing to push for new creative and entertaining ways to let people know what we can do for them!

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