EOC Week 5: Super Bowl Commercials: Which Was The Best Ad ever?

This advertisement was provided by FedEx and what it basically is portraying is that a man was stuck in a desert island for 5 years trying to deliver a package and he did not stop until he delivered it. This is trying to say that FedEx will not rest until your package is delivered properly to you. The book says "the strategy is how you are conceiving, creating, and positioning your brand or group and aiming your application (the type of design problem) in the marketplace to achieve differentiation, relevance, and resonance." In order for an ad to have the successful meaning that a company wants it to have, you need to have differentiation, relevance, and resonance. This advertisement has the differentiation of other companies, since it is saying that they deliver no matter what. The relevance in this is that, sometimes the packages may get delayed for whatever reason but they still manage to get it to you. And the resonance, it is giving a clear message; it is giving a response to the customer and loyalty to them as well. The incubation period is also very important in this advertising industry, it is the unconscious state that the brain goes into, and in order for it to be effective your brain needs to understand the meaning of this advertisement. It is clearly saying that FedEx is better that any other since it is fulfilling your needs and if it doesn’t it will do whatever is necessary to fulfill them. It is a very accurate ad and it has given the message clearly. I really liked this ad and believe it is a very good ad since it got to my interest and also it has a story behind it which explains the service FedEx is willing to give you.