This ad for FedEx Express falls within awareness, liking and preference. Like the other one, it has just an image, body copy and the logo. This ad is trying to communicate how fast FedEx Express is through the contents of the letter. The ad allows you to draw your own conclusion and interpret it, which can help it stand out from the clutter. At the same time, people who don't take the time to think about the ad or see the other ads in this campaign might not understand it.