I am not one of those people who says that television advertising is dead. Changing, yes. Losing its dominance, yes. Dead, no.
It's been a good week for television advertising. Sure, a lot of the new fall line up is starting so that's always a big boost. But also it just feels like the creativity and storytelling and insights are ramped up again. Maybe it's just me, but television advertising seems to have gotten its mojo back again.
First I reported on Sofia Vergara for Kmart, and the incredibly insightful and creative television advertising launch. Then yesterday, I admired Dior's spot with Charlize Theron where the brand aligns with some of Hollywood's biggest icons.
Today I am featuring a spot for FedEx, which does what really good advertising should do: make you think differently about the brand. Elevate it in your mind. Make you realize that it's even more important than you ever thought before.
In the spot, FedEx shows us some of the most important work it can possibly do (save lives) ... but the brand is poised against the superficial CGI world of Hollywood, showing that FedEx does the work of super action adventure heroes ... but it's real life. It's an amazing story.
Brilliant. Totally makes me realize the true value of FedEx, something that advertising was always meant to do. Keep up the great work, advertisers!
BTW -- it's not just on appointment television that we are exposed to these spots. On-demand, online, movie theater, and certainly Youtube (just to name a few). Not just for television anymore!
What's your experience? Jim.
President of Lippe Taylor
Author of The Experience Effect