FedEx’s 2006 Super Bowl ad brings humor to the forefront with a caveman-themed commercial that illustrates the lengths a FedEx driver goes to for an important delivery. The caveman, frustrated by the inefficiency of his ancient methods of transportation, becomes the perfect comedic counterpart to FedEx’s fast, reliable service. This ad’s blend of humor and absurdity cleverly communicates how FedEx is the future of shipping, offering a solution that even prehistoric methods couldn’t rival.
The Formula (That Works at Any Budget)
Outdated vs. Modern – Absurd Contrast – The caveman is shown trying to manage deliveries with archaic methods, which are immediately rendered ineffective against the modern speed of FedEx delivery services. The humor comes from the absurdity of the caveman’s frustration in contrast to the simplicity of FedEx’s service.
→ Lesson: Use a stark contrast between outdated methods and your modern solution to highlight the superiority of your product.
Physical Comedy = Relatable Frustration – The caveman’s exaggerated struggle with his “primitive” delivery process plays on the universal frustration of inefficiency, making the audience relate to the humorous predicament.
→ Lesson: Take a universally understood frustration (like poor delivery) and ramp it up for comedic effect.
Unexpected Twist = Surprise – Just as the caveman begins to lose patience, the ad flips to the solution, with the FedEx delivery coming through quickly and easily, contrasting sharply with the caveman’s own struggle.
→ Lesson: Subvert expectations with a humorous payoff that shows how your product saves the day.
Product as the Hero – While the caveman is presented as the comedic figure, FedEx is the silent hero, solving the problem with its reliable service.
→ Lesson: Let your product or service be the unsung hero in the background while the humor takes center stage.
Humor Breakdown:
This ad uses absurd humor combined with physical comedy to highlight the stark difference between outdated methods and modern solutions. The caveman’s over-the-top physical struggle with his primitive delivery system creates a comic setup, and the FedEx service swoops in as the savior, effortlessly fixing what the caveman couldn’t.
Final Verdict
FedEx uses a humorous caveman character to exaggerate the frustrations of outdated shipping methods, delivering an entertaining and memorable message about the convenience and speed of their modern service. By playing on relatable inefficiencies and presenting a humorous solution, the ad effectively communicates FedEx’s value in a lighthearted yet clear way.
Brave-o-meter score:
B-8 | R-9 | A-8 | V-8 | E-9
BRAVE – 8.4/10
Watch the full ad & learn more:
Website: FedEx
LinkedIn: FedEx LinkedIn Page
