Two employees stand nervously while their boss deploys “The Long Pause”—a classic intimidation tactic. A narrator quickly cuts it down, explaining that the real power move is staying ahead of global trade changes with smart tools. One employee then presents the FedEx platform on a tablet, showing that true power comes from competence, not ego. The ad closes with the line: “The New Power Move℠.”
The Formula (That Works at Any Budget)
Painful truth = Corporate intimidation tactics are outdated
The ad takes a cringey but familiar workplace move—the silent treatment—and uses it as the setup for its message.
→ Lesson: Anchor your story in a moment of shared professional discomfort.
The Redefinition = Real power is efficiency, not ego
The boss’s old-school posturing is instantly upstaged by the FedEx platform. Power is reframed as knowledge, agility, and competence.
→ Lesson: Redefine what it means to “have power” in your industry, and claim the new standard.
Single punchline = “The New Power Move℠”
The entire spot is designed to deliver this single phrase. It flips a cliché into a clear, modern business truth.
→ Lesson: Build a short ad around one tight, memorable payoff.
Humor Breakdown
The humor is dry and satirical. A deadpan narrator mocks the boss’s dramatic silence, exposing it as ridiculous while positioning FedEx as the smarter alternative. The subtle joke is that everyone has experienced this exact moment—and everyone knows it’s pointless.
Final Verdict
In just 15 seconds, FedEx turns a universal workplace cliché into a sharp brand message. It’s fast, clever, and perfectly consistent with the “New Power Move” campaign. By satirizing outdated corporate games, it positions FedEx as the modern definition of competence and control.
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
