In this ad we see a big FedEx truck loaded with two UPS trucks. The truck is on a nice highway with beautiful landscape in the background and nice skies.
The two UPS trucks inside of the FedEx truck tell us that FedEx can ship twice as much as UPS. I think it also symbolizes that FedEx can ship twice as fast as UPS, because they can do with one truck what UPS needs two trucks to do.
The image also provides a sense of ownership over UPS. That FedEx can do their job so much better that UPS might as well ship their merchandise via FedEx. In my mind it gives FedEx a control and dominance over UPS.
The highway and landscape illustrate smooth, clear roads for FedEx shipping. This indicates a flawless delivery, no obstacles and nothing to get in the way of your package getting where it needs to be.
This ad does a great job of establishing FedEx as the dominate and flawless service.
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