United States (English)

The FedEx Super Bowl Ad 2008


“Carrier Pigeons” is set in an office environment. It humorously shows what happens when an office clerk tries to handle his company shipping needs with carrier pigeons and chaos ensues.

  • This 45-second Super Bowl ad will air in spot 5A toward the end of the first quarter.

  • “Carrier Pigeons” was finished in standard and high definition formats and was shot with standard film.

  • The ad will be posted on fedex.com immediately following the game. FX1, the FedEx internal television network will also run a behind the scenes special. The ad will go into the regular FedEx advertising rotation following the Super Bowl.

  • This year’s Super Bowl ad is a continuation of the “Relax, it’s FedEx” campaign. The main message throughout this campaign is that the portfolio of FedEx services – including express, ground, freight and FedEx Kinko’s – will help small businesses meet their needs.

FedEx and the Super Bowl

  • FedEx is a perennial Super Bowl advertiser and has advertised 18 times in the Super Bowl since 1989. Notable FedEx spots include “Apology,” “ Desert Island ,” “ Bolivia ” and the EMMY award-winning “Stick.”

  • In 2007, the Super Bowl was the most watched program ever with more than 120 million global viewers. The Super Bowl is the only single event where an advertiser can reach a global audience of this size.

  • FedEx has been the “Official Worldwide Delivery Service Sponsor” of the National Football League (NFL) since 2000. FedEx is also an official sponsor of the Super Bowl and Pro Bowl.

FedEx Advertising

  • Demonstrating FedEx’s reliability by sketching entertaining caricatures of the business world has been the strategy of some of the company’s best-known ad campaigns (“Absolutely, Positively Overnight” – 1978-83, “It’s not Just a Package, It’s Your Business” – 1987-88, “Our Most Important Package is Yours” – 1991-94, “Absolutely, Positively Anytime” – 1995, “The Way the World Works,” 1996 – 1998, “Be Absolutely Sure,” 1998 – 2000, “This is a Job for FedEx,” 2001 – 2002, “Don’t worry, there’s a FedEx for that,” 2002 to 2003, “Relax, it’s FedEx,” 2004 – present).

  • BBDO New York has been the advertising agency for FedEx for more than 19 years. BBDO has produced more than 65 Super Bowl spots since 2000.

  • Over the years, BBDO New York has produced 65 Super Bowl spots for various clients.