A businessman in a meeting tries to assert dominance by flaunting his “big, shiny, really big watch.” He stretches and poses to make sure it gets noticed. The narrator calls it a “classic corporate power move.” But his colleague, unimpressed, quietly works on his laptop using the FedEx platform to control his supply chain. The narrator reveals this is the real power move. Finally, fed up with the posturing, the colleague asks, “Mark, do you mind?”—cementing who actually holds the power.
The Formula (That Works at Any Budget)
Painful truth = Performative power is a waste of time.
Instead of talking logistics, the ad skewers corporate culture—showing that looking powerful is meaningless compared to being effective.
→ Lesson: Don’t just highlight functional problems; show you understand the cultural absurdities of your customers’ world.
The Bait and Switch = Redefining the “Power Move.”
The flashy watch sets up a familiar cliché, only to be dismissed in favor of real, intelligence-driven power: using FedEx.
→ Lesson: Take a phrase your audience knows and flip it to position your product as the smarter alternative.
Character foils = The Posturer vs. The Performer.
The man with the watch represents empty ego. His calm colleague embodies quiet competence powered by FedEx. The contrast makes the message unmistakable.
→ Lesson: Use opposing characters to embody the outdated way versus the new way your product enables.
Humor Breakdown
The humor is dry and satirical. The deadpan narration frames an over-the-top display of status, which collapses under the weight of its own absurdity. The final line—“Mark, do you mind?”—lands as the understated but perfect punchline.
Final Verdict
FedEx delivers another sharp entry in its New Power Move campaign. In half a minute, it satirizes corporate culture, redefines what real power looks like, and positions FedEx as the smarter, more modern choice. It’s witty, memorable, and shows that substance always beats style.
BRAVE-o-meter Score:
B-7 | R-7 | A-6 | V-8 | E-7
BRAVE – 7.0/10
Watch the full ad & learn more:
Website: FedEx.com
LinkedIn: FedEx on LinkedIn
