B2B Video Library

FedEx | Get your ducks in a row

A frazzled woman runs into FedEx Office, chased by a flock of ducks. She explains she’s overwhelmed preparing for her boutique’s grand opening. The employee, Alex, calmly finishes her sentence: “…ducks in a row?” He then shows how FedEx Office can help with printing, signage, branded merch, and shipping. Relieved, she finally packs her ducks neatly into a FedEx box.

The Formula (That Works at Any Budget)

Painful truth = Starting a business is chaos.
The ad shows the stress of launching a business as a woman literally chased by ducks.
→ Lesson: Turn inner stress into a funny, physical problem.

Literal metaphor = “Get your ducks in a row.”
The entire ad hangs on this single idiom, brought to life.
→ Lesson: Take a familiar phrase and make it literal for instant clarity.

The expert guide = Calm in the storm.
Alex isn’t just an employee; he’s the confident helper who turns panic into order.
→ Lesson: Cast your brand as the trusted partner who brings control.

Humor Breakdown

The comedy is slapstick and visual. Ducks stampeding into a store is absurd, the “ducks in a row” line lands perfectly, and the final shot of boxing them up seals the gag.

Final Verdict

A simple, clever idea executed perfectly. FedEx Office turns a cliché into a funny, memorable story that makes its services feel essential. Light, relatable, and smartly structured—it proves a single visual joke can carry an entire B2B ad.

BRAVE-o-meter Score:
B-7 | R-6 | A-7 | V-8 | E-7
BRAVE – 7.0/10

Watch the full ad & learn more:
Website: FedEx.com
LinkedIn: FedEx on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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