As Earth Month came to a close, FedEx has launched its latest sustainability marketing effort, themed “Priority Earth,” with the support of musical legend and recognized environmentalist, Willie Nelson.
FedEx has always prioritized delivering for its customers. But there is another priority we all share: Earth. FedEx is doing its part to prioritize a more sustainable planet, with the goal to be carbon neutral by 2040.
Directed by Noam Murro of Biscuit Filmworks for BBDO New York, this spot features Willie Nelson’s iconic track, “Always On My Mind,” with the star himself making a cameo at the end. Titled “Delivering For Earth,” the film depicts FedEx’s efforts for a more sustainable world by highlighting some of the tangible actions and innovations the brand has put in place to further its carbon neutrality goals. The work catches attention with its somewhat hyperbolic love story featuring real FedEx innovations as “gifts” to the planet, including the increasing use of electric vehicles, reusable envelopes, and “Roxo”—the FedEx SameDay Delivery Bot, now in development.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, EVPs, executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, VP, creative director; Alex Gianni, SVP, group executive producer; Hyatt Choate, executive producer; Jasmine Batista, art producer; Julia Millison, sr. music producer. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Andrew Travelstead, exec producer; Brady Vant Hull, unit production manager/producer; Sean Moody, head of production; Eric Schmidt, DP; Brock Houghton, production designer. Editorial Rock Paper Scissors Damion Clayton, editor; Eve Kornblum, exec producer; Jenny Greenfield, producer; Tom Mika, assistant editor. Telecine Color Collective Alex Bickel, colorist; Claudia Guevara, producer. Conform/Finish Method Studios Douglas Luka, conform artist; Bennet Lieber, producer. Audio Post Sound Lounge Tom Jucarone, engineer; Lauren Mullen, producer.
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
