FedEx Breaks New Campaign, Tagline

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With FedEx, you'll have to create your own drama.
Last night during the Thursday night debut of ABC's Monday Night Football, BBDO/New York broke a new eight-spot campaign for FedEx, the first major effort since the two year run of the chatty "Business Legends" campaign ended. The new spots, directed by's Frank Todaro, introduce a new tagline -- "Relax, it's FedEx." -- and focus on how the company's services bring people peace of mind, or not, as in one spot where a guy freaks out because FedEx Ground Delivery turns out to be so problem free. In perhaps the funniest spot, we see that FedEx is so good at taking the drama out of shipping, the guys in the mailroom have to make their own, William Shatner-style.
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