B2B Video Library

FedEx | FedEx commercial with John Moschitta

This iconic FedEx commercial, featuring John Moschitta, is a fast-paced, comedic ad that delivers the company’s core message of fast, reliable delivery with style. Known for Moschitta’s speed-talking skills, the ad cleverly emphasizes the speed and efficiency that FedEx offers while maintaining an energetic, entertaining pace.

The Formula (That Works at Any Budget)

Speed Equals Efficiency – With Moschitta delivering the lines at breakneck speed, the ad mirrors the rapid delivery services FedEx offers.
 → Lesson: Use a fast-paced approach to reflect the speed and efficiency of your service.

Comedic Delivery – The humor here is based on Moschitta’s unique talent to speak incredibly fast, making it both a visual and verbal joke. This performance reinforces the message of speedy service while engaging the audience with something unexpected.
 → Lesson: Incorporate a unique, engaging element that both entertains and informs your audience.

The Product in Action – While Moschitta’s performance steals the show, the ad still highlights FedEx’s capabilities in delivering packages efficiently and on time, making the product the true hero.
 → Lesson: Don’t overshadow your product’s value—let it shine even through the humor.

Relatable and Simple Message – The ad’s core message is simple—FedEx delivers fast. No convoluted explanations or complex features, just a clear takeaway that resonates with any audience.
 → Lesson: Keep the message straightforward and easy to understand.

Humor Breakdown:

The humor in this commercial is a fast-paced verbal performance combined with a clever visual twist. Moschitta’s rapid-fire speech adds a layer of absurdity that emphasizes the speed of FedEx, turning a routine task into a comedic spectacle. It’s witty and clever, appealing to the audience’s sense of humor through the absurdity of how fast he can speak while still delivering a clear, relatable message.

Final Verdict

FedEx successfully uses humor to enhance its message of speed and efficiency, blending a quirky performance with a straightforward, impactful message. It proves that you can use a fun, unexpected twist to highlight the core values of your product while keeping your audience entertained.

Brave-o-meter score: 

B-9 | R-9 | A-10 | V-8 | E-10

BRAVE – 9.2/10

Watch the full ad & learn more:
 Website: FedEx
 LinkedIn: FedEx LinkedIn Page

(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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