B-to-b ads break 'Super' clutter

摘要

During a Super Bowl broadcast dominated by consumer ads for beverages, potato chips and movies, a few b-to-b marketers, including FedEx Corp., CareerBuilder and Sales-Genie, broke away from the pack of advertisers. FedEx ran a spot called "Carrier Pigeons," featuring a business that tries to use carrier pigeons for its overnight shipping needs, with disastrous results.