Fedex We Understand Partnership

FedEx has launched a new phase in the “We Understand” campaign with four humorous television commercials, “Exchange Student”, “Retirement”, “Airport Security” and “Names” linking to a focus on partnership with business personality on the We Understand site. The campaign includes a mix of pre-roll ads, web videos, standard and rich media banners, iPad ads, mobile, outdoor, and social media applications. The campaign will include an online business personality test.

Fedex We Understand Business Personality site

Exchange Student

A young man is challenged by his Chinese hosts, who believe that he is not an exchange student, but a businessman focused on getting deals in Shanghai. FedEx is a proud partner of global thinkers. For those who do whatever it takes to grow their business internationally, Fedex is ready to help them ship to countries all over the world.

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A FedEx courier walks in on an office retirement party which is doubling as a briefing by the manager. FedEx Express® is presented as the perfect solution for multitaskers who are crunched for time.

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Airport Security

An airport security team takes a look through a businesswoman’s presentation portfolio, reinforcing how FedEx Office printing, binding, packing and shipping can make frequent fliers travel stress free.

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Penny from FedEx Ground walks in on an office worker who is using mnemonics to remember the names of his staff. Penny Spent, Penny Saved with Fedex, is introduced to Heavens to Betsy, Dwain the Bathtub, Magic Wanda, and Dan Fool.

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The We Understand Partnership campaign was developed at BBDO New York by chief creative officer David Lubars, executive creative directors Greg Hahn and Mike Smith, senior creative director/copywriter Peter Kain, senior creative director/art director Gianfranco Arena, creative director Chris Beresford-Hill, executive agency producers Amy Wertheimer and Elise Greiche Pavone.

Filming was shot by director Jim Jenkins via O Positive with executive producer Ralph Laucella, producer Mar Grill and director of photography Mott Hupfel.

Editor was Ian MacKenzie at MacKenzie Cutler. Colorist was Tom Poole at Company 3. Audio post production was done at Sound Lounge by audio post mixer Tom Jucarone. VFX was produced at Framestore.