Michel Gondry of Partizan directed this visual brand spot conceived by BBDO New York for FedEx, turning mundane overnight delivery into a magical experience–particularly magical for the happy recipients of toys and other shipped goodies.
E-commerce takes on a visually arresting dynamic as laptops fly like birds through the air, and toys parachute down onto the front porches of houses.
A voiceover relates, “What we do every night is like something out of a strange dream. Except that the next morning, it all makes sense.”
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Gianfranco Arena, Peter Kain, executive creative directors; Tom Kraemer, sr. creative director/copywriter; Dan Kenneally, creative director/art director; David Rolfe, director of integrated production; Amy Wertheimer, group executive producer; Sofia Doktori, sr. content producer; Rani Vaz, head of music production. Production Partizan Michel Gondry, director; Shawn Kim, DP; Maxwell Orgell, production designer; Raffi Adlan, producer; Joseph DeBartolo, production manager. Editorial Exile Eric Zumbrunnen, editor; Christopher Fetsch, assistant editor. Post/VFX Method Studios Bennett Lieber, sr. producer; Doug Luka, VFX supervisor. Color Company 3 Tom Poole, colorist. Music Barking Owl Audio Post Sound Lounge Tom Jucarone, mixer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
