FedEx unveils ‘Carrier Pigeons’ ad during Super Bowl

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Memphis—FedEx broke a new TV spot, called “Carrier Pigeons,” during the broadcast of Super Bowl XLII. The 45-second ad, developed by BBDO New York. features a business that tries to use carrier pigeons to ship overnight packages, with disastrous results.

It came in second place in USA Today’s ranking of favorite Super Bowl ads, behind an Anheuser-Busch ad for Budweiser.

The ad is a continuation of FedEx’s “Relax, It’s FedEx” campaign, which promotes the shipping company’s portfolio of services, including express, ground, freight and FedEx Kinko’s.

The ad budget was undisclosed.

Another prominent b-to-b advertiser during the game was, infoUSA’s sales leads and mailing lists division.

Vin Gupta, president-CEO of infoUSA, came up with the concept for the company’s Super Bowl ads and wrote the copy. Geoff Callan and Daniel Grace of Creative Mint, a San Francisco-based ad agency, handled animation production for the spots. made its Super Bowl debut during last year’s telecast.

—Kate Maddox

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