FedEx NFL Campaign Focuses TVCs On Delivery Manager

For the past 10 years during which FedEx has been an official partner of the NFL its previous campaigns have focused on the FedEx NFL Air & Ground Players of the Week.

But whilst it continues to back this fan-voting segment on the NFL’s website, the 2013 NFL season sees the logistics giant has changed tack with its advertising-led activation from previous years and rolled out new work promoting its Delivery Manager service.

Using silly humour, the spots debuted during early season during NFL game broadcasts

Working with agency BBDO New York, the two new TV commercials focus on the new service which allows customers more control over their package deliveries.

FedEx is a long-term NFL partner and its role as the Official Delivery Service Sponsor of the NFL even sees it annual ensure the safe delivery of the Vince Lombardi Super Bowl Trophy to the host city’s NFL Experience.

http://blog.van.fedex.com/delivering-super-bowl

Comment

This second new spot, which sees FedEx Delivery Manager save the Redskins from making a terrible QB decision, also highlights the brand’ additional relationship in the sport – its stadium naming rights deal with the Washington Redskins team.

Despite the barrage of criticism over the Redskins’ nickname reaching an all-time high in recent weeks, early September saw FedEx shareholders defeat an AGM proposal to revisit the company’s ties to the Redskins and the naming rights for the team’s stadium.

During the annual meeting at FedEx’ Memphis base Wisconsin’s Native American Oneida Tribe made an unsuccessful bid to initiate a review of continued business relationships with the franchise and the potential impact of ending the relationships.

‘We believe that our sponsorship of FedEx Field continues to be in the best interest of FedEx and its stockholders,’ said FedEx Managing Director of Global Media Relations & Events Glen Brandow.

On the one hand the brand does use its FedEx Field rights for a range of initiatives and activations – including its annual Harvest Feast CSR initiative on Thanksgiving.

This hunger relief project sees FedEx volunteers team up with the Washington Redskins Charitable Foundation and Operation Blessing to sort and package 45,500 pounds of frozen turkey and 110,000 pounds of fresh and canned produce for distribution to local families.

Star players join FedEx drivers in logistics brand trucks to deliver produce to the Prince George’s County Transitional Housing Department and the Community Ministry of Prince George’s County.

Despite the CSR elements to the deal, surely the backlash has gone passed the tippoing point now and it is only a matter of time befoire the franchise agrees to change its name?

Links

FedEx NFL Commercial 1 YouTube

http://www.youtube.com/watch?v=YPICLZNRnuY

FedEx NFL Commercial 2 YouTube

http://www.youtube.com/watch?v=Ffe0vIp8wN4

FedEx NFL Website

http://www.fedex.com/us/sports/nfl

FedEx Website

http://www.fedex.com

FedEx YouTube Channel

http://www.youtube.com/user/fedex

FedEx Facebook