We see a montage of “corporate power moves”: a man locking eyes in an overlong handshake, a woman arriving late on purpose, a founder in a hoodie at a boardroom table, and even a CEO holding a meeting in a steam room. Then comes the twist—the narrator reveals the real power move: using FedEx to run your supply chain with control and efficiency. The ad closes in the steam room, where a junior employee wows his boss by pulling up the platform on his laptop.
The Formula (That Works at Any Budget)
Painful truth = Fake corporate posturing
The ad mocks empty gestures that look powerful but achieve nothing.
→ Lesson: Don’t just solve business problems—call out the culture quirks your audience secretly laughs at.
The Bait and Switch = The real power move
After showing absurd “moves,” the ad flips the idea: true power is smart, efficient operations. That’s what FedEx delivers.
→ Lesson: Use familiar clichés as setup, then reveal your product as the smarter punchline.
Single punchline = “The New Power Move”
The tagline reframes FedEx from logistics provider to strategic advantage.
→ Lesson: A single phrase can redefine your category if it feels bold and memorable.
Humor Breakdown
The comedy is dry and straight-faced. The narrator’s serious tone plays against the silly visuals, from the unblinking handshake to the steam room meeting. The deadpan delivery makes the satire land perfectly.
→ Lesson: Pair absurd visuals with serious narration for maximum contrast.
Final Verdict
FedEx takes a cultural cliché and turns it into a clever business message. The ad is slick, funny, and confident—showing that the smartest move isn’t a stunt, but a strategy.
BRAVE-o-meter Score:
B-7 | R-8 | A-7 | V-8 | E-7
BRAVE – 7.4/10
Watch the full ad & learn more:
Website: FedEx Official Site
LinkedIn: FedEx on LinkedIn
