FedEx Redefines Corporate Power Moves

FedEx has launched is new brand campaign from BBDO NY during the NFL games.

Called 'The New Power Move,' the campaign takes a playful, relatable look at those old corporate power moves we all know – like wearing a flashy watch, showing up to meetings late on purpose, or making intense eye contact. FedEx is turning those clichés on their head and highlighting the business-driving power of its smart technology in combination with its vast global shipping network.

Because real power comes from FedEx intelligence, data, and strategic visibility that can be leveraged across the supply chain. And because making intense eye contact with co-workers does not help you gain an edge. It’s just creepy.

The tone goes back to classic FedEx: witty, approachable, and focused on helping business leaders gain an edge in today’s fast-paced world. Instead of just being a logistics provider, FedEx is positioning itself as a true partner for smarter, faster growth.

Jenny Robertson, SVP, global brand and communications said, “The global economy is rapidly changing, and business must evolve alongside it. At FedEx, every move we make is with our customers in mind. The New Power Move is about empowering businesses with smart, data-driven solutions to stay ahead of the rapidly changing landscape, making them nimbler and more adaptive than ever before.”

​Dan Oliva, executive creative director, BBDO NY said, “FedEx is at its best when it’s moving businesses and goods around the globe AND entertaining audiences with smart, relatable advertising. We’re excited to launch a brand platform that moves FedEx into the intelligent future, but also carries with it the comedic personality FedEx has always had.”

​Scott Mahoney, executive creative director, BBDO NY said, “No comment on the work - classic power move.”

Find the full series of spots here.