In a sign of the times, FedEx has announced that it will not be running any spots in the upcoming Super Bowl. The company, which has delivered many of the more memorable and intelligent spots over the years, has had a presence in 18 Super Bowls since 1989, but has just announced it is definitely out this February.
They claim it has nothing to do with the fact that blowing $3 million for thirty seconds when your target audience might be getting rid of all that Bud Light in the loo, has never made sense in the best of times, let alone in the middle of the current disaster... No, they say, it's the PR effect. An investment of that size now, running FedEx's typically humorous spots, could send the "wrong message" to employees, and the target audience.
They claim that times have changed. As a country, we are in unprecedented economic waters ... there is a time to justify such an ad spend and a time to step back. Oh dear... Why can't these buggers just admit, income is down, they are laying off people and closing down facilities. In common with many clients, the ad budget is the first thing to get hammered. We all know that.
I can think of 3 million reasons for supporting them on that
George Parker
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