Fedex Placed Ad to Recapture Image Tarnished by Jeopardy Winner
FedEx, apparently horrified that Jeopardy player Ken Jennings lost his streak by answering the "Most of this firm's 70,000 seasonal white-collar employees work only four months a year" with FedEx, kicked its agency, BBDO, into pop culture capitalization gear. Not wanting to allow consumers to perceive FedEx employees as a bunch of seasonal slackers, it had BBDO place a gigantic ad in USA Today.
The ad read, "There's only one time FedEx has ever been the wrong answer. Congratulations Ken Jennings on your amazing Jeopardy! winning streak. And thanks for mentioning our name. Even if it was the one time you shouldn't have." Ha ha.