The company says that for this year and next the campaign, via BBDO New York, the company's AOR since 1989 includes mention of FedEx as a "proud partner." The humorous new spots use the office environment to highlight FedEx as a "trusted partner who will assist small business customers and the general public in their business-building efforts," per the company. The ads are set to run on a combination of sports and cable news programming including the NFL playoffs, FedExCup and NASCAR.
The company says the effort includes pre-roll ads, Web videos, standard and rich media banners, iPad ads, mobile, outdoor, and social media applications. FedEx will also be launching a "business personality test" for people to take on the "We Understand" Web page.