2006 Super Bowl Ad Review: FedEx

Were you one of the estimated 77.9 million viewers of Super Bowl 40? If so, you were also among the most important audience from an advertiser's standpoint. For an ad slot during the Super Bowl, companies will pay millions and offer the best their creative juices can produce. These costly commercials have become an anticipated and enjoyable part of the Super Bowl experience for those who watch. One of the best from 2006 was part of the small "caveman" series from FedEx.

This ad begins with the stereotypical caveman on a cliff. He is attempting to ship some sort of crude tool to another location by very primitive means: He ties it to the leg of a pterodactyl in hopes that the tool will arrive at its intended destination. The reptile takes flight only to be instantly devoured by a huge dinosaur in one swift chomp. The caveman watches in disappointment as the tool falls to the ground and lands at his feet.

He then brings it back to the "office" cave where his boss is. Subtitles provide viewers the words of this exchange as the men converse in true caveman speak. The man informs his boss, "The package did not make it." The boss asks the man, "Did you use FedEx?" The man replies, "No". To that the boss responds with: "Then you're fired," The man pleads his case: "But Fed Ex doesn't exist yet." The boss then says nonchalantly, "Not my problem," in typical jerky-boss fashion.

Defeated and angry, the man is shown leaving the cave. Upon exiting, he happens upon a small dog-sized dinosaur, perhaps a Compsognathus, which he kicks hard. It goes flying. Just then the massive foot of that huge dinosaur comes down on the man, crushing him. The voice-over is heard saying, "Next time, use FedEx."

Not only is the basic premise of this ad funny, in that it inserts today's technology and interpersonal dynamics into a time and place where it totally does not fit, but the humor is dry and the idea is clever. This has all the elements of a well-put together commercial.
Being a short ad (only 45 seconds) it gets to the point quickly.
It is original, or at least an original spin on a common advertising scenario.
There are unpredictable events, which is an added treat for viewers.

So among the batch of quality, memorable Super Bowl ads from 2006, this one earns a top spot. Good job, FedEx.