Business Services Industry
B-to-b ads break 'Super' clutter.(Advertising)
B to B, February, 2008
Byline: KATE MADDOX
Giant carrier pigeons, panda bears and a disembodied heart attract notice
During a Super Bowl broadcast dominated by consumer ads for beverages, potato chips and movies, a few b-to-b marketers, including FedEx Corp., CareerBuilder and SalesGenie, broke away from the pack of advertisers.
FedEx ran a spot called "Carrier Pigeons,'' featuring a business that tries to use carrier pigeons for its overnight shipping needs, with disastrous results.
The spot, created by BBDO New York, came in second in USA Today's Ad Meter ranking of the most popular Super Bowl commercials, behind an Anheuser-Busch Cos. ad for Budweiser featuring a dalmatian training a rejected Clydesdale horse for a spot on the famous wagon team....
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