B2B Video Library

FedEx | Late to Meeting

A woman struts into a meeting late—a narrator calls it a “classic corporate power move.” The ad immediately pivots, revealing the real power move: using FedEx’s predictive modeling to stop supply chain issues before they happen. The ad reframes business power as competence, not posturing, and ends with the tagline: “The New Power Move℠.”

The Formula (That Works at Any Budget)

Painful truth = Performative corporate power plays are lame
The ad mocks a universal workplace cliché: the person who signals importance by showing up late.
→ Lesson: Use a shared cultural annoyance as your setup.

The Redefinition = Real power is competence, not posturing
It flips the old “power move” on its head, showing that the true flex is smart, proactive decision-making—like FedEx’s predictive tools.
→ Lesson: Redefine an industry concept to position your brand as the modern choice.

Single punchline = “The New Power Move℠”
The entire ad is built around this sharp tagline. It lands fast, clear, and memorable.
→ Lesson: In short ads, design everything to deliver one powerful payoff.

Humor Breakdown

The humor is quick and satirical. A deadpan narrator describes the woman’s lateness as a supposed “power move,” only to undercut it with the smarter alternative. The comedy lies in puncturing empty office theatrics with real value.

Final Verdict

In just 15 seconds, FedEx redefines what it means to be powerful in business. The ad is concise, witty, and perfectly aimed—elevating FedEx from delivery company to strategic partner. It’s a sharp example of B2B advertising that says more with one phrase than most ads say in a minute.

BRAVE-o-meter Score:
B-6 | R-7 | A-6 | V-7 | E-7
BRAVE – 6.6/10

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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