This classic 2004 FedEx ad uses a simple, humorous setup to showcase how essential the company is for timely deliveries. The ad focuses on the idea that no matter what, FedEx will always ensure that packages get to their destination, even in the most extreme circumstances. The clever twist in the ad comes when an employee tries to “think outside the box” in an absurdly literal way to illustrate the company’s commitment to fast, reliable shipping.
The Formula (That Works at Any Budget)
Absurd Literal Humor = Unexpected Twist – The ad sets up the expectation that the employee is thinking of a creative solution to a delivery problem. Instead, it takes an exaggeratedly literal turn, with the employee actually considering the concept of “thinking outside the box” in a comically impractical way.
→ Lesson: Use a play on words or an idiom and twist it to create a surprising and humorous scenario.
Exaggeration for Impact – The humor in the ad comes from the extreme length the employee goes to, just to prove a point about thinking outside the box, making the absurdity of the situation even funnier.
→ Lesson: Over-the-top exaggeration makes the point more memorable and entertaining.
Clear Problem-Solution Dynamic – The problem (the need for a delivery service that thinks outside the box) is presented clearly, with the absurd solution reinforcing how FedEx is the real answer.
→ Lesson: Highlight the problem your service solves in a way that’s easy to grasp but with an entertaining twist.
Product as the Hero, Not the Star – The focus isn’t on showing off FedEx’s features, but rather on highlighting the company’s role in solving complex delivery issues quickly and efficiently, even through absurd scenarios.
→ Lesson: Let the humor drive home the value of your product or service, rather than overwhelming the viewer with technical details.
Humor Breakdown:
The ad uses absurd humor where an employee interprets the common idiom “thinking outside the box” in the most literal and impractical way possible. The unexpectedness of the twist—attempting to deliver a package by literally going “outside the box”—adds an element of surprise that makes the humor stick.
Final Verdict
FedEx’s 2004 ad effectively uses absurd literal humor to reinforce the idea that no challenge is too big for FedEx when it comes to reliable, timely delivery. By twisting a familiar phrase into a comically exaggerated scenario, the ad not only entertains but also clearly communicates the company’s core message: FedEx is the go-to solution for any delivery need.
Brave-o-meter score:
B-7 | R-8 | A-7 | V-8 | E-8
BRAVE – 7.6/10
Watch the full ad & learn more:
Website: FedEx
LinkedIn: FedEx LinkedIn Page
