New FedEx TVCs tackles China’s challenges

Hong Kong - FedEx Express (FedEx) has launched a BBDO conceptualized ad campaign in Hong Kong and the Asia Pacific, as part of the company's ongoing "We live to deliver" brand campaign, that take a humorous look at the challenges of getting packages delivered on time in China.

The series of three TV spots aimed at SMEs and MNCs that have operations or wants access to China will be aired in Hong Kong tonight. Other Asia Pacific countries that will air these ads include Australia, Korea, Malaysia, Indonesia, Philippines, Taiwan and Thailand.

"China is central to our Asia Pacific strategy, and these China-focused commercials demonstrate the FedEx WeLiveToDeliver spirit by focusing on FedEx employees who really have the know-how to get your packages to the right place, on time," Malcolm Sullivan, vice president, marketing for FedEx Asia Pacific said.  

The three commercials developed by David Guerrero feature a lighthearted comparison of unnamed couriers who lack the real skills to get the job done and how the FedEx delivery team is able to resolve the complexities and uncertainties for customers when shipping to China.

In "Zhang", a messenger tries to deliver a package to Mr. Zhang at the factory not realizing just how many people there are named Zhang.  In "Hard Road to Cross", a local messenger is stymied when he tries to cross a typical Chinese road - where everything from trucks to bamboo poles get in the way - while the FedEx courier knows a better way.  Meanwhile, in "Keep Guessing", it is only the FedEx courier who knows which of China's hundreds of dialects can truly serve the customer.