Ads We Like: FedEx captures the emotional side of opening a package in brand campaign

By Kyle O'Brien | Creative Works Editor



Creative Works article

September 5, 2018 | 4 min read

For some people, receiving a FedEx package is a daily occurrence, but for others, that package holds a fond memory, a valuable tool for their business, a treasured item, or something to make their lives better.

The possibilities of what’s inside those 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.

FedEx brand campaign

FedEx 'What We Deliver by Delivering'

The new campaign, according to a release, 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.

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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.

In addition, the campaign employs a suite of creative materials including e-films, print, digital, and social. The work was created by FedEx’s long-time creative agency BBDO, and will run on TV as part of FedEx’s NFL, PGA Tour, and Joe Gibbs Racing sponsorships, in addition to digital and social.

FedEx: What We Deliver by Delivering by BBDO New York

By FedEx

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