A wide-eyed, awkward businessman tries a series of “old school power moves” to appear dominant—like unblinking eye contact and overly familiar greetings. Each attempt backfires, making him look more creepy than confident. His antics are contrasted with Liz, a calm and competent colleague. When he panics over a complex customs issue, Liz has already solved it using FedEx’s smart tools. The message is clear: real power doesn’t come from posturing, but from efficiency. The ad ends with: “The New Power Move.”
The Formula (That Works at Any Budget)
Painful truth = Outdated corporate posturing is cringey
The ad highlights the awkward behaviors people use to look powerful in business, showing how ineffective—and embarrassing—they really are.
→ Lesson: Call out a cringey, shared truth your audience instantly recognizes.
The Character Foil = Struggling vs. empowered
The protagonist embodies the “old school” way—stressed, awkward, and ineffective. Liz, who uses FedEx, represents the “new school”—calm, efficient, and quietly in control.
→ Lesson: Use contrasting characters to personify the before-and-after states your product creates.
Single punchline = “The New Power Move”
Everything builds to this redefinition. The ad flips “power moves” from ego-driven stunts to smart, efficient decisions—exactly what FedEx enables.
→ Lesson: Let your tagline redefine an entire concept in your customer’s world.
Humor Breakdown
The humor comes from dry, situational cringe comedy. The protagonist’s desperate efforts to assert himself are so earnest yet so ineffective that they’re hilarious. Watching him fail in a realistic office setting makes Liz’s quiet competence land even harder.
Final Verdict
FedEx nails character-driven comedy while delivering a sharp business message. By mocking outdated corporate clichés, the ad reframes efficiency as the ultimate power move. It’s clever, subtle, and as entertaining as a workplace sitcom—while smartly positioning FedEx as a true strategic partner.
BRAVE-o-meter Score:
B-7 | R-8 | A-7 | V-7 | E-8
BRAVE – 7.4/10
Watch the full ad & learn more:
Website: FedEx.com
LinkedIn: FedEx on LinkedIn
