• September 10, 2010

FedEx will launch four new television spots as part of its efforts to extend the "We Understand" platform, which launched in 2009. The campaign, starting on Sept. 11, will focus on FedEx Express (domestic and international), FedEx Ground and FedEx Office.

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.