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NEW YORK Fine-tuning its strategy to portray FedEx as a delivery service that offers peace of mind, Omnicom’s BBDO on Thursday launches a campaign introducing the tagline, “Relax, it’s FedEx.”
That line replaces “Don’t worry. There’s a FedEx for that,” and signals a shift away from a breezy two-year-old ad initiative that has featured two male executives whose discussions of FedEx veered into subjects such as bowling shirts and PDAs.
Two 30-second spots debut during tonight’s ABC telecast of the NFL season opener between the Washington Redskins and the New York Jets.
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