FedEx campaign uses humour to show differences

Singapore - FedEx Express (FedEx) has launched two new TVCs, ‘Hard Road to Cross' and ‘Zhang', in Singapore to highlight the company's commitment to resolving complexities and uncertainties for customers when shipping to China.

‘Hard Road to Cross' has already aired on major TV channels in Singapore, with ‘Zhang' to follow shortly - the TVCs will also air in eight other markets across the region including Hong Kong, Australia, Malaysia, Indonesia, Korea, Thailand, Taiwan and Philippines.

The TVCs, which were developed by BBDO, takes a comedic approach to looking at the challenges of getting packages delivered on time in China. In the second TVC, ‘Zhang', a courier tries to deliver a package to Mr. Zhang who works at a factory. Upon calling out for a Mr. Zhang, the courier is then greeted by a host of factory workers responding to the name - the copy then reads ‘China has over 88 million people called Zhang'.

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