FedEx Taking Pass On Super Bowl Again

Super Bowl XL: Fed Ex ad

 

FedEx has decided again that it absolutely, positively doesn't have to be a Super Bowl advertiser. The delivery service is passing on the big game for the second year in a row, once more as a result of the economy.

"FedEx does not plan to advertise in the 2010 Super Bowl due to cost containment actions we've taken as a corporation," a company representative said in a statement. "The Super Bowl has served as an incredible venue for FedEx to reach our customers for several years, and we look forward to reevaluating our options in the future."

Before taking a pass on the Pittsburgh-Arizona game earlier this year, FedEx had been an advertiser in the game for 18 straight years -- with some memorable, humor-laden spots.

Notable was a 2006 ad, running 45 seconds, featuring a caveman using a prehistoric bird to deliver a package. The gambit fails. He's fired and told he should have used FedEx. His protest that the delivery company doesn't exist yet falls on deaf ears.

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A year later came a "Moon Office" spot that has employees stressed about being able to ship to customers so far away. Not to worry -- a FedEx-branded spaceship shows up ready for duty.

FedEx has had significant job cuts this year. In December 2008, a top FedEx executive, Mike Glenn, said the TV advertising budget had been reduced to its lowest level in three years.

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