¶ … Road to Cross Commercial
The latest FedEx television commercial airing in Hong Kong, Hard Road to Cross, highlights Fed Ex's service in China.
A hapless gentleman is standing on a curb, with a box. Just as he goes to cross a seemingly empty street, dozens of fast moving cars zoom into view and he steps back up onto the curb. it's noted that 15,000 new cars enter China's streets everyday, and then just as it seems to be safe for the man to cross, an older gentleman on a bicycle, carrying an infinitely long piece of bamboo blocks his path across. Words come on screen noting that the new cars are joining the millions of not-so-new vehicles in use, while the commentator sums up what this man is finding out - that delivering in China is not always easy.
He then goes on to tell the audience to use the team they can trust, and before stating the tag line, "Fed Ex, we live to deliver," a Fed Ex employee is carrying a similarly sized box unhindered through a brightly lit modern tunnel.
The objective is threefold - to demonstrate how quickly China's economy is growing, as demonstrated by the number of new cars being added to the road everyday, how this unique economy of old and new offers unique challenges when delivering packages, and how Fed Ex is well equipped to successfully handle these challenges.
Its target audience is organizations in Hong Kong that are doing business in China that would include package delivery.
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