Corporate power moves are so old school, according to FedEx’s latest campaign.

The brand pokes fun at old-fashioned gestures like showing up purposefully late to meetings, wearing a flashy watch, or making intense eye contact with colleagues. Such moves don’t help you gain an edge–they’re just awkward or creepy.

Real power in the workplace comes from using FedEx’s technology, according to the ads.

With a witty and approachable take on business life, FedEx wants to position itself as a partner for growth rather than just a logistics provider.

BBDO NY created the campaign, which debuted during Sunday’s NFL games and will run across channels including social and digital out-of-home.

Credits

Brand: FedEx

Chief customer officer: Brie Carere

Chief marketing and communications officer and

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