FedEx - Not What It Seems

February 04, 2007 | :30

After kicking off its 2007 Super Bowl presence with the first quarter's "Moon Office," FedEx returned in the third quarter to specifically promote FedEx Ground, which it would like you to know is faster than it sounds.

The spot, created by Omnicom Group's BBDO New York, doesn't make the most literal sense -- everyone in it is exactly what they sound like, as Time magazine pointed out -- but it's silly enough to work in the Super Bowl.

Consumers were familiar with FedEx Ground already in any event. What began as Roadway Package System in 1985 was acquired by FedEx in 2000 and rebranded.'

Director: Jim Jenkins, whose other Super Bowl ads include Hyunday's "Anachronistic City" in 2011 and "Team" in 2013. Production company: Hungry Man. Director of photography: Russell Carpenter.

BBDO chief creative officers: Bill Bruce, David Lubars. Executive creative director: Eric Silver. Executive producer: Elise Greiche. Associate creative director/copywriter: Steve McElligott. Associate creative director/art director: Jerome Marucci.

Editorial: Mackenzie-Cutler. Editor: Ian Mackenzie.

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  • BrandFedEx
  • Year2007
  • AgencyBBDO
  • Superbowl #XLI
  • Quarter airedQ3