While no one takes their consumer mission more seriously than FedEx, no one takes themselves less seriously. A great example is the Superbowl "Oz" spot. The brief was to show a "mission critical delivery to a difficult location." Which we did, none too seriously.
"Oz" is an example of how to cut through on big event TV. The work has to be world-class, entertaining, and have a truly "ownable" takeaway. In this case: "Whether overseas or over the rainbow, FedEx gets it to places other shipping companies can only imagine."