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FedEx Ads

The NYT has an article today on a new series of web video ads from FedEx. They are changing their advertising strategy, having forgone, for example, advertising in last February’s Super Bowl. (My favorite in their long line of great Super Bowl ads is the 1999 one in which another shipping company switches and sends the Stanley Cup off to Bolivia.) The NYT explains:

The company is certain to be watched closely Monday, then, as it unveils its first Web-video advertising campaign, five three-minute films that feature the actor Fred Willard. While some notable viral online campaigns, like Burger King’s famous “subservient chicken,” have aimed to be entertaining enough to find huge audiences but which talked little if at all about products, the FedEx videos are tongue-in-cheek infomercials that extol FedEx’s services.

The skits parody infomercials while reaping that format’s benefits: using a long-form pitch to be more descriptive than a 30-second spot allows.

Fred Willard is perhaps best known for his roles in the Christopher Guest mockumentaries, none greater than that of the dog show announcer in Best in Show. He’s pretty good in these ads too. I’ve watched three of them so far and enjoyed them, though they’re not at the high satirical level of Guest’s movies. They are ads, after all, and have to sell the product.

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Categories: Advertising, Media, Video
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