BBDO NY’s new corporate brand campaign for FedEx captures the emotional side of package delivery. Four films directed by Noam Murro of Biscuit Filmworks bring to life the possibilities that FedEx delivers, from the comfort of home to family memories and much much more. And while FedEx has always been focused on connecting people and possibilities, this new work showcases stories of FedEx going beyond the box to do just that.
Included in this package of ads is “Opportunity” in which we see a baked goods business score it’s one millionth order, and then go back in time to see how this success story evolved, starting with the seemingly uneventful FedEx delivery of a professional electric mixer for baking. At the time, the recipients, our married entrepreneurs to be, note that they don’t even bake.
Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide, Greg Hahn, chief creative officer, NY; Tom Godici, Greg Ketchum, executive creative directors; Banks Noel, Greg Gerstner, creative directors; Andrew Wardrep, Matt Fiedler, Gavin Breyer, Karen D’souza, associate creative directors; Alex Gianni, executive producer; Ted Mcenaney, sr. producer; Rani Vaz, head of music production. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Jeff McDougall, exec producer; Rachel Glaub, Mercedes Allen-Sarria, heads of production; Jay Veal, unit production manager; Simon Duggan, DP; Brock Houghton, production designer. Editorial Work Peter Brandt, editor; Chris Delarenal, producer; Mike Horan, Trevor Myers, assistant editors. Color Freefolk Paul Harrison, telecine artist; Celia Williams, producer. Conform/Finish Blacksmith Daniel Morris, conform artist; Charlotte Arnold, exec producer; Alexa Mauro, producer. Audio Post Sound Lounge Tom Jucarone, engineer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning.
The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly.
“Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
