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Brand Strategy US Ad of the Day

US Ad of the Day: is anchors away with its first marketing campaign


By Webb Wright, NY Reporter

November 22, 2022 | 3 min read has introduced a new character – called the Captain – who has a passion for helping people with their shipping needs and a flagrant disregard for human life.


The Captain just can’t understand why she’s not thrilled about being able to save money on shipping /

Shipping company has launched its first-ever marketing campaign, which stars a brand new character dubbed the Captain.

In a series of 30-second video spots, the Captain appears at a moment of crisis for individuals who are in grave danger. He assures the hapless victims that he is there to save them – only to clarify that he’s referring to their money, not their lives.

In one spot, for example, the Captain approaches a woman who is struggling to maintain her tenuous grasp on a wooden fence as her body is pulled into a UFO hovering menacingly just overhead. She implores him: “Save me!”

“I will,” he responds. “Up to 89% off your shipping with” He grabs a package that’s sitting in the basket on the woman’s bike, which is perched on the fence nearby.

“But...” the woman says meekly as she loses her grip on the fence and floats slowly towards the ship.

“But nothing,” says the Captain happily. “Happy to help!” He walks away, leaving the woman to her fate.

The new spots close with the tagline: “Pirate Ship will save you. Money. On shipping.”


Brand: Pirate Ship

Campaign: will save you

Creative agency: Mother London

Creative: Mother London

Strategy: Mother London

Branding agency: Oktopods Hamburg

Media: Media By Mother

Production company: Outsider UK/Dummy Films US

Director: Harold Einstein

DOP: Glynn Speeckaert

EP: Richard Packer, managing director, Outsider and Michael Kanter, Dummy Films

Editor: Sean Lagrange, Arcade Edit

Color: Tim Masick, Company 3

Post-production producer: Polly Roberts, The Mill

Post-production: Ben Turner, Alan Williamson, John Leonti and team, The Mill

Sound: Sam Robson, No8

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Brand Strategy US Ad of the Day

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