http://www.youtube.com/watch?v=Ycvf9E2cjRs

Argument: What are the consequences of using Fedex on the ease of company shipping.
Claim: Using Fedex will make it easier for your company to ship packages.
Reason: Because by not using pigeons to ship packages your parcles will be shipped in a safe and reliable way.

Audience: Companies that ship a lot of packages who are trying to find the best way to do so. Mostly companies that are located in a bigger city, and have had problems finding ways to ship their packages, who also have a sense of humor.

Goal: Get companies to switch over to using Fedex.

How:
Ethos-The problem that the company faces (how to ship things out) is easy to relate to and realistic. The people look like regular, everyday people, not celebrities who wouldn't be dealing with this kind of thing. It is based in an office that has a lot of parcels, so obviously they need someone reliable to ship them.
Pathos: They appeal to the audience's sense of humor by using homing pigeons, and gigantic pigeons as the opposing option of how to ship things. It is obviously ridiculous, but it creates a sense of frustration at the difficulty of finding a reliable way to ship packages, but also keeps it light hearted.
Logos: It offers a simple and logical fix to their problem: use Fedex. They aren't as destructive as giant pigeons, and you have to deal with a lot less trouble.

Effective: I think this add is effective. It grabs the audiences attention, and makes them aware of the good option of using Fedex instead of dealing with other, more difficult options.