Nope!                                                            

EFFECTIVE COMMERCIAL, BUT LATE IDENTIFICATION LIMITS RECALL

It’s understandable why you might have picked this commercial. It is fresh and it is funny and like Commercial A (Stick), it uses its humor to focus attention on one fo the longstanding selling arguments for using the brand. So, like Commercial A, it performs well on key measures of affect, including persuasion and liking. But the commercial is also different from Commercial A in at least tow key ways: 1, it is much more focused on the problem (whereas Commercial A spends more time re-enforcing the solution), and, 2, there is very little branding, and what of it there is occurs at the very end. For both of these reasons this is much more likely to be remembered as a commercial about pigeons, than it is a commercial about FedEx. As a result recall is lower.

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