FedEx unleashed an awe-inspiring, jaw-dropping advertisement during Super Bowl XLVI featuring an animated enchanted forest and highlighting FedEx's sustainability initiatives.
While I’m on the mission of repeating old sayings, here’s another: If you are young and you are not a Democrat, you have no heart. If you are old and you are not a Republican, you have no money.
Which leads me to: If you are not totally mesmerized by the animated beauty, strategic genius and sheer "I-gotta-see-that-again-ness" of Federal Express’ new Fairy Tale, then you do not have a creative heart, no one ever read you a bedtime story, you hate Toy Story and Wall-E and you definitely are not in advertising.
There is more power packed into this one brilliant ad than every ad that ran on this year’s Superbowl combined and then doubled.
Catch the best story told on this at Adweek.com, and before your attention is captured by the spot, first catch the brilliance in the script below:
"The inspiring story of how a shipping giant can befriend a forest may seem like the stuff of fairy tales," the voiceover says. "But if you take away the faces on the trees, take away the pixie dust, take away the singing animals and the charming outfits, take away the sprites and the storybook narrator . . . " The voice then transitions to the flatter, more matter-of-fact tones of a FedEx driver, who appears on screen: " . . . you're left with more electric trucks, more recycled shipping materials, and a growing number of lower-emission planes," he says. "Which still makes for a pretty enchanted tale." This is followed by voice and screen text: "Sustainable solutions. FedEx. Solutions that matter."
So what do you think? Are you as energized as I am about this ad? Did you have any other favorite Super Bowl XLVI commercials? We'd love to hear from you!
Thanks to Adweek for helping to inform this post.