BtoB

FedEx Super Bowl ad scores big

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New York--Of the handful of b-to-b ads that ran during Sunday’s Super Bowl telecast, just one landed in the top 10 in terms of either “recall” or “likeability,” according to Intermedia Advertising Group, which monitors the effectiveness of TV ads on a daily basis. FedEx Corp.’s “Castaway” spoof placed second in terms of recall with a recall index of 161. Pepsi Twist’s ad featuring Ozzy Osbourne placed first with a recall index of 177. FedEx’s “Castaway” ad also placed second in terms of likeability with a likeability index score of 154. Budweiser’s ad featuring a zebra/referee placed first in the category with a likeability index of 183.
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