• by Fern Siegel , September 26, 2025

FedEx is gently mocking corporate power moves — deliberately arriving late, wearing a flashy watch — in a new campaign by BBDO NY.

Called “The New Power Move,”  FedEx, which has been in business since 1971, is focused on using tech and its global shipping network to flex real muscle.

Jenny Robertson, SVP, blobal brand & communications, FedEx, noted: “The global economy is rapidly changing, and business must evolve alongside it. 'The New Power Move' is about empowering businesses with smart, data-driven solutions to stay ahead of the rapidly changing landscape, making them nimbler and more adaptive.”

To drive that message home, BBDO adopted a humorous tone that showcased the company's ability to help business gain an edge over competitors. It's not just logistics. FedEx positions itself as a partner for faster growth.

In addition to YouTube and TV ads, DOOH and social components just dropped.

Dan Oliva, executive creative director, BBDO NY, added: “FedEx is at its best when it’s moving businesses and goods around the globe and entertaining audiences with smart, relatable advertising. We’re excited to launch a brand platform that moves FedEx into the intelligent future, but also carries with it the comedic personality FedEx has always had.”

Known for its deadpan, dry humor, Steve Carell of "The Office" did FedEx ads in 2002.