Working with creative agency BBDO, FedEx has created a series of adverts that highlight the emotions attached to delivery services. Leading with the tagline 'What we deliver by delivering', the spots highlight the different roles FedEx plays in people's lives. 'Memories' sees a man open to door to receive a family photo album, which transports him to a wedding of a relative in the past; 'Tortoise and the Hare' is a heartwarming depiction of FedEx’s role in reuniting a young girl with her favorite soft toy; 'Opportunity' shows the journey of a young couple in starting their own bakery business, and how FedEx deliveries help make it possible.

Courier services is big business, expected to reach $343 billion globally by 2020. Traditionally people see it as a functional utility-like service, and something people don't form emotional connections with. It’s why 75% of US consumers aren't loyal to a particular provider, and wouldn't mind using to a third-party delivery option instead of using a retailers' services directly. Through these ads, FedEx positions itself as a service to be trusted, by demonstrating its understanding of the emotional importance that is associated with giving and receiving. And considering that 93% of Americans want to find ways to experience more joy every day, a 'functional' service that can provide its users with a positive experience, is sure to build a loyal customer base.

Rebecca Smith is a behavioural analyst at Canvas8, which specialises in behavioural insights and consumer research. She has worked with a number of global brands to help them better understand the mindsets of their audiences, from what people want from fake tan to how they feel about technology. Outside of work, you’ll find her binge-watching anime or with her nose stuck in a fantasy novel.