FedEx is putting a humorous spin on workplace culture with a new campaign that ridicules so-called “power moves” and instead positions technology as the true driver of success.
The ads highlight awkward behaviors long associated with corporate dominance — from deliberately showing up late to meetings, to flashing an oversized watch, to maintaining uncomfortably intense eye contact. According to FedEx, these gestures no longer confer influence, they just create cringe.
The brand’s message: real power in business comes from smart tools and seamless logistics. By spotlighting its digital solutions, FedEx is aiming to be seen not just as a shipping company, but as a partner in growth and efficiency.
Developed by BBDO New York, the campaign debuted during Sunday’s NFL games and will run across multiple platforms, including social media and digital out-of-home placements.
With its witty tone, the effort taps into modern office humor while reinforcing FedEx’s promise to help businesses gain an edge where it really matters.
