NEW YORK FedEx wants consumers to know the company is sponsoring the No. 11 car in the Daytona 500 and to get the message out, its agency, Omnicom Group's BBDO, has created three Nascar-related spots for the occasion.
Tagged "Every day is race day," the campaign, directed by MJZ's Craig Gillespie, breaks Sunday on Fox's broadcast of the car race. The first spot shows an executive on his way to work. He seems to randomly follow people on the street, getting very close to their backs as they walk. When he reaches his office building and comes up behind another man waiting for the elevator, the latter says, "Stop drafting me," a reference to the racing term in which drivers follow other cars in a race.
A second spot will follow later in the broadcast, and a third will roll out later in the month. In the latter, a man plays gin rummy at home with some friends one night. When he wins, he rushes out to his station wagon and does "donuts" (driving the car fast in a circle) on the quiet residential street.
The work was created under the supervision of BBDO New York executive creative director Eric Silver, with associate creative directors Steve McElligott and Jerome Marucci as copywriter and art director, respectively.
FedEx spends an estimated $80 million annually in measured media, per Nielsen Monitor-Plus.