Once in a while, you come across a moment in a story that is so perfect that it stays in with you for years, or even a lifetime. These are moments that, in my opinion, are flawless; perfect gems of storytelling that cannot be improved in any way, and are a joy to treasure and revisit again and again.
Fedex’s ‘Combat Rangers’ commercial.
Why it’s Perfect
There are some moments in media that beg for deeper explanation, moments that causes us to pause and think deeply on why they move us, prompting lengthy soul-searching in an attempt to better understand ourselves and our desires, our frailties and vices. From such deep prompting, growth and understanding can result, and possibly even enlightenment as we come to understand our place in the cosmos, and what we can do to contribute to it… Or we can just laugh at the sight of muscular toy soldiers going into war wearing tutus and wedding dresses while wielding handbags and umbrellas.
I remember watching this commercial as a kid back in the mid 90’s; back then, I had little comprehension of shipping, manufacturing, and the unseen side of the retail industry, but I didn’t care, as I thought the Combat Rangers were hilarious. Over twenty years later, they still are, and this remains one of my favorite commercials for its use of humor to illustrate what could happen if a mistake is made in shipping goods from overseas. Most of that humor comes from the sheer absurdity of warriors charging into battle wearing attire and weapons so inappropriate it’s absurd, making it an excellent example of ‘fish out of water’ comedy that I love so much: Someone or something taken into a situation that they have no experience or business being in, and doing their best to make it work. In this instance, men dressed in women’s clothing, yet still charging into battle.
To take this idea to it’s logical extreme, imagine how ridiculous, yet hilarious it would be for any modern war movie to have it’s soldiers wearing wedding dresses into combat. ‘Hunter Killer’ may have gotten triple its box office revenue if Gerard Butler and the Navy SEALS were wearing pink ballerina outfits as they battle to save the Russian president. It would be a comedy goldmine.
The very best commercials stay with you years after you’ve seen them, and long after their products have left the market. ‘Combat Rangers’ easily earns its place among those hallowed ads… and I have to confess, that squishy mud sound effect six seconds in never fails to make me laugh.