A powerhouse advertiser has determined it will not participate in the collage of Super Bowl ads for 2009. FedEx has advertised in this venue for 12 years running, but according to their blog:
As FedEx employees, we, like millions of people at other companies, are being asked to do more with less. Our most vital asset is the thousands of FedEx team members who truly enable the world to work, absolutely, positively, every day. In the ultimate medium when where the message is king, being in the game simply sends the wrong message both to employees and other FedEx constituents. A Super Bowl ad buy is not where we should put dollars at this time although, in the past, the value of doing so for FedEx has been indisputable . . . . We look very forward to the time when it makes sense for FedEx to advertise in the Super Bowl again. For now, it’s just time for us to call a time out.
Here’s a list of others who are opting out of Super Bowl ads this year.
How would you spend $3,000,000 in 2009?