FedEx Can Help Your Micro-Business, No Matter How Patently Ridiculous It Is

Comical new spots from BBDO

No matter how absurd your small business has become, FedEx wants to help streamline it.

BBDO New York is out with a handful of amusing new ads pitching the ways its shipping services can save you money, and maybe some embarrassment.

You can be a startup CEO who's running a bed and breakfast as well as a home office to make ends meet. You can be a precocious son ruthlessly professionalizing your parents' canning operation. You can be a miniature Glengarry Glen Ross run by hard-charging, smack-talking 15-year-olds. Or you can be a legitimate enterprise saddled with a dysfunctional open floor plan and a leader who leaves you guessing whether he's out of touch or just doesn't care.

The ads, directed by MJZ's Tom Kuntz, are running under FedEx's "Solutions That Matter" tagline, which BBDO introduced in 2011. They're the latest in the agency's long run of creating humorous little scenarios for the brand. (Earlier this year, Ogilvy & Mather rebranded FedEx competitor UPS under the banner "United Problem Solvers," with a much more serious global anthem ad.)

Here, though, the best moment might have nothing to do with FedEx's business, and everything to do with that pug pushing a stroller.

The ads will run heavily on the Golf Channel, golf broadcasts on NBC and CBS, and on through the summer and on FedEx's social channels.


Client: FedEx

Agency: BBDO, New York

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Directors: Gianfranco Arena, Peter Kain

Creative Director, Art Director: Eli Terry

Creative Director, Copywriter: Jessica Coulter

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

Editing 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

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.
Publish date: June 4, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT