FedEx Delivers

FedEx wanted to connect with a younger, digital-first audience while showcasing speed and reliability. So, we developed a campaign where FedEx 'delivers' the next video, and turned a standard ad format into an unexpected, brand-relevant moment that primes the audience for what's next.

The disconnect between an ad to content following it can be disruptive and cause viewers to overlook the big idea. After all, its the content they came to see not the ad. On the other hand, if the ad dovetails with the following content it can help satisfy viewer expectations and become a memorable part of the experience rather than an pointless distraction.

The concept became to have a FedEx truck literally delivering the content, and we looked for videos where that idea could enhance the experience. By targeting media placements before sketches mocking other delivery services we turned the ad into a setup for a joke, and not just any joke, the joke the viewers had come to see.