FedEx: advert-top-1 by BBDO New York
- Location:
The possibilities of what’s inside FedEx packages is what BBDO New York is promoting in a new brand campaign for the shipping giant, one that touches many emotions without going overboard.
The new campaign illustrates the possibilities that FedEx delivers every day around the world. Using the new tagline, “What we deliver by delivering,” the work illustrates that it’s not just about the packages or pallets, but it is also about what these delivers mean for the people shipping and receiving them.
The campaign consists of four films that bring to life possibilities of these global deliveries, from the comfort of home to family memories and more. In one, a little girl is seen traveling with her family, holding tight her tortoise and hare stuffed animals. At a motel, she leaves the tortoise and is seen sad and pining for her plush friend. The motel manager sees it, ships it by FedEx and the tortoise arrives just before the girl – and the hare – as the family arrives home.
In a spot titled ‘Memories,’ a man receives a knock on the door. He opens to find a dapper gentleman urging him to follow. The man finds himself in the midst of a 20s-era Italian wedding, watching as the family celebrates and the bride and groom (the initial doorbell knocker) take their photo. The action merges back to present day with the man looking at the still photo of his relatives. The voice over states: “Memories. What we deliver by delivering.”
In ‘Opportunity’ we see a couple running a bake shop, trying to fill their orders and hitting milestones. The action travels back in time, showing them using FedEx for a previous, smaller shop. Then it shows them experimenting in their kitchen, and one jump further shows them receiving a mixer in the mail with no idea what to do with it.
A fourth spot, ‘What’s Inside’ is meant to have a sort of unboxing effect, showing people as they receive various FedEx packages with differing levels of excitement, wonder, relief and joy as they realize what the boxes have in store for them.
Credits
AGENCY: BBDO New York
CLIENT: FedEx
SPOTS: “What’s Inside,” “Memories,” “Tortoise and the Hare,” “Opportunity”
Chief Creative Officer, BBDO WW: David Lubars
Chief Creative Officer, BBDO NY: Greg Hahn
Executive Creative Director: Tom Godici, Greg Ketchum
Creative Director: Banks Noel, Greg Gerstner
Associate Creative Director: Andrew Wardrep, Matt Fiedler, Gavin Breyer, Karen D'souza
Executive Producer: Alex Gianni
Sr. Producer: Ted Mcenaney
Head of Music Production: Rani Vaz
Business Manager: Kathy Bannon
Sr Account Director Josh Steinman
Account Director: Cailin Gibbons
Assistant Account Executive: Cameron Carr
Account Manager: Billy Mclellan
Production Company: Biscuit Filmworks
Director: Noam Murro
Partner/Managing Director: Shawn Lacy
Executive Producer: Jeff Mcdougall
Head of Production: Rachel Glaub
Head of Production: Mercedes Allen-Sarria
Unit Production Manager: Jay Veal
Director of Photography: Simon Duggan
Production Designer: Brock Houghton
Editorial Company: Work
Producer: Chris Delarenal
Editor: Stewart Reeves (Memories & Tortoise And The Hare) + Peter Brandt (Opportunity & What's Inside)
Assistant Editor: Mike Horan, Trevor Myers
Telecine Company: Freefolk
Telecine Artist: Paul Harrison
Producer: Celia Williams
Conform / Finish Company: Blacksmith
Conform Artist: Daniel Morris
Producer: Charlotte Arnold Ep & Alexa Mauro Producer
Mix & Record Company: Sound Lounge
Engineer: Tommy Jucarone
