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


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 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 PGA.com 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 Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Creative Director/AD: Eli Terry (Hotshots and Bed & Breakfast)
Creative Director/CW: Jessica Coulter (Hotshots and Bed & Breakfast)
Associate Creative Director/AD: Justin Bilicki (Family Business & Open Floor Plan)
Associate Creative Director/CW: Matt Herr (Family Business & Open Floor Plan)
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

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