The ad that I would like to talk to about today was launched by FedEx recently. As we all know, FedEx has a good reputation regarding express delivery. However, the economy is still in the recovery period, so companies want to cut their costs as much as possible; for some less urgent items, companies would like to use ground delivery services instead. Therefore, FedEx promotes its ground delivery service to suit the current economy environment by launching this commercial.

Some of advertisements that we can see on the TV which are focusing too much on creativity and differentiation, as a result audiences do not know what companies are trying to sell and what they are talking about. The objective of this commercial is clear, which is, besides fast delivery, FedEx is also good at shipping less urgent items. In addition, the commercial is also creative. Instead of stating how good they are at shipping less urgent items explicitly, in the commercial, the main character changes his identity consistently, doctor, tattoo artist, chess master etc, and he seems good at everything, which imply FedEx excels at everything.

Obviously, there are a lot of marketing concepts that can be seen in this commercial. For example, the executing of the advertising is more like working environment (lifestyle) combine with personality symbol (professional), which are closely related to the target segment of FedEx. It also conveys the consistent and clear message with previous commercials which is the slogan of FedEx “Relax, it’s FedEx!” overall, I believe this advertisement can reinforce the brand image of FedEx which is professional and reliable.