FedEx is taking a pass on the Super Bowl. On December 22, Director of Advertising Steve Pacheco wrote in a posting on the FedEx website that, “A Super Bowl ad buy is not where we should put dollars at this time….” And with that, a long-time Super Bowl advertiser has stepped aside.
FedEx has been one of the most consistent Super Bowl advertisers; the company has advertised in the last 12 Super Bowls, and in 18 Super Bowls since 1989.
More importantly, perhaps, FedEx has done a great job. The spots are consistently funny and well branded. They stand out. In the Kellogg Super Bowl Advertising Review, FedEx has received a grade of A or B every year. This is quite an accomplishment. FedEx demonstrated its knowledge of Super Bowl advertising in 2005, when its spot featured the 10 criteria needed to finish on top of the Super Bowl ad rankings.
We will debate the FedEx decision more in upcoming posts; there are certainly pros and cons to the move.
One thing is certain, however; one of the core Super Bowl advertisers is walking away this year due to the economy. This will be a loss for Super Bowl advertising fans. It’s also a sign that we are in truly unique economic times.
– Tim Calkins