FedEx & the Super Bowl throughout the years

by: caffeinegoddess, Jan 29 2008 - 8:39pm

FedEx is yet again appearing in the Super Bowl this year with a 45-second spot entitled "Carrier Pigeons". Since 1989, the brand has made 18 appearences during the big game throughout the years. Some of their notable spots include "Apology," "Desert Island," "Bolivia" and the EMMY award-winning "Stick." BBDO New York has been FedEx's agency of record for more than 19 years and has produced more than 65 Super Bowl spots for its clients since 2000.

Throughout FedEx's advertising history, their ad strategy has aimed to demonstrate the company's reliability by sketching entertaining caricatures of the business world. These include: "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.

But as it's Super Bowl season, below you'll find a list of FedEx's Super Bowl spots from 1995-2007. Come back on Sunday or Monday morning to see their new spot airing during Super Bowl XLII! You can check out a behind-the-scenes video for "Carrier Pigeons" here.

Superadgrunts, click on the titles and/or images to see the spots.

Fedex - Names - (2007) 0:30 (USA)