Is FedEx Out of This World with "Office on the Moon?"
I've read a lot of negative feed back about this ad. Everyone from FedEx employees to ad industry critics were less than impressed. I'm not sure what kind of standards these people have, but this is exactly what I expect from Super Bowl Sunday advertising: a big budget, a big idea and a big delivery. That's what FedEx's "Office on the Moon" ad had.
I realize it was not scientifically accurate, but is that really important? I'm looking for entertainment in my Super Bowl commercials, not a PBS documentary!
This ad was consistent with other FedEx advertising, which provided continuity and brand recognition. The Fed-Ex space ship was not just a lame, boring copy of our current space shuttles, but a truly impressive machine. This imagery placed the current Fed-Ex in the same category: An impressive machine!
And am I the only one who noticed the contrast in this year's FedEx commercial with last year's FedEx commercial? In 2006, FedEx came up with a creative, caveman ad where a caveman boss lays into his caveman employee because he didn't use FedEx, even though it didn't exist yet. This year's ad showed the other end of the spectrum with an office on the moon and employees going about their business as usual.
The one drawback to the FedEx ad was the violent end to one of the moon office's employees. Violence seemed to be a trend in the 2007 Super Bowl ads with bank robberies, slapping instead of hand shaking or bumping, and even an innocent heart getting pounded by some metaphorical thugs.
While the "death by meteor" was a slightly humorous in how extreme and unlikely it was, the fact remains, it was still someone dying and death capped off the commercial with a "huh?" I guess the overall message was that every business environment has it's challenges, but FedEx will always be there to take care of shipping.
Published by Afton Nelson
I think with my right brain most of the time and have enjoyed writing ever since I learned about the 5 paragraph essay in 6th grade. I studied advertising in college & interned in New York City hoping to ge... View profile
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- This ad was consistent with other FedEx advertising, which provided continuity and brand recognition.
- FedEx's commercial was in stark contrast to their popular "Caveman" commercial from 2006.
6 Comments
Post a CommentExcellent review! I also enjoyed this commercial.
I liked the meteor ending. Personally, FedEx Kinkos had this one ad a few years ago with Burt Reynolds that is still one of my all time favorites. The budget for the ad must have been equal to the price of air-time.
I thought this year's ads were a little violent, too. Good reviews.
Great review! Well written and nice to read prior to viewing. I see your points completely. :)
I missed the Super Bowl, too...I only saw that one HORRIBLE Snickers commercial! Blech!
Thanks for the clip, Afton!
Great breakdown! I missed the SuperBowl (along with all of the commercials) last night. I was definitely surprised by the ending...........I'm not sure how that fit at all!