This clever advertisement depicts a FedEx van speeding ahead of what appears to be a DHL van. As a courier service it is imperative that FedEx maintains the impression of being the fastest service of its competitors and thus keeping to its slogan of ‘always first’. As can be seen from the picture, the DHL van is not real, rather, the FedEx van has been painted in such a way that the front of the DHL van appears on its rear.
This advert is an example of Goldenberg et al’s (1999) competition template. The competition template involves comparing a product or service with that of its competitors, whilst showing the superiority of one’s own product. Goldenberg and colleagues split the competition template into 3 versions, attribute in competition, worth in competition and uncommon use. This advert is an example of an attribute in competition. In other words, in order to illustrate the superior efficiency of FedEx it is compared to a less efficient competitor, DHL. Thus the attribute being compared is that of speed; a crucial aspect to a courier service.
Goldenberg, J., Mazursky, D., & Solomon, S. (1999). The fundamental template of quality ads. Marketing Science, 18, 333-351.