A would-be top banana executive talks about his corporate vision. Seated at his desk, he has behind him through the window a view of a sweeping cityscape replete with skyscrapers.
However, this backdrop undergoes an unexpected transformation thanks to the man’s wife, offering a humorous take on this captain of industry’s stature. Still, he’s smart enough to take advantage of FedEx’s simple flat rate shipping option for Express packages.
“Skyscraper” was directed by Jim Jenkins of O Positive who has a long track record of working with FedEx and agency BBDO NY on assorted comedy spots.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Peter Kain, Gianfranco Arena, executive creative directors; Tom Kraemer, sr. creative director/copywriter; Jens Waernes, sr. creative director/art director; Amy Wertheimer, group executive producer. Production O Positive Jim Jenkins, director; Marc Grill, exec producer; Chris Soos, DP. Editorial No. 6 Jason Macdonald, editor. Post/VFX MPC New York Camila De Biaggi, VFX producer; Alex Lovejoy, VFX creative director. Post Company 3 Tom Poole, colorist. Audio Sound Lounge Tom Jucarone, mixer.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
