Hasta La Creative!

BBDO New York recently launched a pair of 30-second broadcast spots for FedEx, directed by O Positive’s Jim Jenkins, promoting the brand’s ecommerce offerings. Both aim for comedy, but each has a distinct tone.

In “Passive Aggressive,” a man announces at a meeting that since FedEx helped the company simplify its ecommerce, they can “focus on bigger issues, like our passive aggressive environment.”

“We’re not passive aggressive,” a co-worked argues. The remainder of the ad, however, proves her wrong, as the co-workers trade passive aggressive lines back and forth.

The spot has a kind of entertaining dry office humor, which is an accomplishment for an ad about FedEx’s ecommerce offering

“Goofy Glasses” employs a different kind of comedy, relying instead on a visual gag that’s not quite as precise a fit for the brand. On the other hand, the spot addresses a business being helped by the offering more directly, as owners of a novelty shop discuss how they’re shipping goofy glasses all around the globe.

Credits:
Agency: BBDO New York
Client: FedEx
Chief Creative Officer Worldwide: David Lubars
Chief Creative Officer New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Senior Creative Director: Tom Kraemer (“Goofy Glasses”)
Senior Creative Director: Jens Waernes (“Goofy Glasses”)
Creative Director: Scott Mahoney (“Passive Aggressive”)
Creative Director: Dan Oliva (“Passive Aggressive”)

Director of Integrated Production: David Rolfe
Group Executive Producer: Amy Wertheimer

Group Planning Director: Sangeet Pillai
Senior Account Director: Kathryn Brown
Account Director: Dan Langlitz
Account Manager: Cailin Gibbons
Account Executive: Billy McLellan

Production Company: O Positive
Director: Jim Jenkins
Director of Photography: Roberto Schaefer
Executive Producer: Marc Grill

Edit House: Mack Cut
Editor: Ian Mackenzie
Assistant Editor: Mike Leuis
Audio Post: Sound Lounge
Mixer: Tom Jucarone
Post VFX: Method
Colorist: Tim Masick

BBDO New York launched a series of new broadcase ads for FedEx, promoting FedEx Ground as a way for small businesses to save money.

Four 30-second spots present humorous scenarios where FedEx Ground can help small businesses, presenting the service as a better alternative to other money-saving practices. In “Bed & Breakfast” for example, a startup resorts to moonlighting as a bed and breakfast, with disastrous results. When one employee suggests they save money with FedEx Ground instead, everyone agrees, although it may be too late for the plumbing. In another spot, the service is working well for a company, unlike it’s open floor plan. “Hotshots,” meanwhile takes a look at a kid-run business, while “Family Business” shows how the service can make you take your business more seriously. The humor works better in some cases than others (the ridiculousness of “Family Business” notably falls flat), as the ads straddle a difficult balance between product integration and lighthearted narrative. As far as ads in the category go, however, these are fairly memorable. And haters of open floor plans will get a kick out of “Open Floor Plan” in particular.

Credits:

Advertising Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Greg Hahn
Executive Creative Directors: Gianfranco Arena, Peter Kain
Associate Creative Director / Art Director: Justin Bilicki
Associate Creative Director / Copywriter: Matt Herr
Group Executive Producer: Amy Wertheimer
Executive Producer: Tricia Lentini
Group Planning Director: Sangeet Pillai
Managing Director: Kirsten Flanik
Senior Account Director: Kathryn Brown
Account Director: Amanda Cruz
Account Manager: Joshua Mesquita
Account Executive: Trent Lyle
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Scott Howard
Line Producer: Emily Skinner
Director of Photography: Jo Williams
Edit House: Mack Cut
Editor: Ian Mackenzie
Assistant Editor: Mike Leuis
Executive Producer: Sasha Hirschfeld
Visual Effects House: Schmigital
Sound Mixer: Philip Loeb/Heard City
Casting: Francene Selkirk

Every problem has a FedEx.

Advertising School: Art & Design Academy, Egypt
Art Director: Moemen Khafaga

Every problem has a FedEx.

Advertising School: Art & Design Academy, Egypt
Art Director: Moemen Khafaga

Every problem has a FedEx.

Advertising School: Art & Design Academy, Egypt
Art Director: Moemen Khafaga