January 5, 2010: FedEx this week will launch five 30-second TV spots supporting the reliability of domestic overnight delivery, international shipping, FedEx Ground, FedEx Office Print Online and the multi-faceted capabilities of FedEx Office.
The new spots are a part of the FedEx brand campaign, "We understand," which was unveiled in 2009. Lead agency is BBDO, New York.
The spots will first air on Fox during the FedEx Orange Bowl on Jan. 5 between Iowa and Georgia Tech, which marks the 20th anniversary that FedEx has title sponsorship of the event. The spots will run then run on combination of sports and cable news programming including the NFL playoffs, FedExCup and Nascar. Support includes Internet buys at sites including Washingtonpost.com, Slate.com and INC.com. Spend for the campaign was not disclosed.
In "Coma," a man who has been in a coma for 23 years is told by fellow employees that FedEx has ground shipping, but is disturbed by the fact among the other things he has missed, including that the Cold War ended and Pluto is no longer a planet is that "Culture Club broke up." "I never saw them live," he moans. "Branch Office" sees a man telling employees at a FedEx Office location that "the meeting went great. They loved the presentation. . . Take the afternoon off." When they explain that they can't, he replies, "That is why I hired you!"
In "Luck," a man with two broken arms has already sent important documents overnight via another company other than FedEx. Fellow employees try to enhance his luck so that the documents will actually arrive. "Cross your fingers," one offers, which he can't because of the casts on his arms. "Knock on wood," suggests someone, which he can't because there is no wood in the office. "Russ brought a rabbit's foot," says a man, but Russ corrects him. "It's a bear's claw." Even an employee who resembles a leprechaun can't help. "You should have used FedEx."
"Kyle" is a teen geography wiz who helps a geography-challenged CEO and "Presentation" offers Carl as the man who knows how to create expert presentations using FedEx Print Online but should never make the presentation in person.
FedEx also is launching a mini-site, www.Fedex.com/weunderstand, "which will allow consumers to easily self-select their path to dive deeper into FedEx products and services by displaying content specific to that user."