Fed Ex a Winner

Particularly effective were the FedEx ads, in that it created a sense of doom and responsibility, (fear) echoing the 'gotta get it there overnight' spirit.

I recall the "Pete in Pittsburgh" ad for Fed Ex, absolutely positively, when I was a kid. Those were pretty effective. On the other hand, 'the package delivery company that more companies count on' was sort of a yawner. "Brown" was better, if silly. If you're stuck with being considered 'brown' and terrestrial-bound as in pullman brown, better make it an asset.

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