THE NAKED AND THE BRAND | Adweek THE NAKED AND THE BRAND | Adweek
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THE NAKED AND THE BRAND

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Capitalizing on soccer's global popularity, a new regional TV spot by BBDO Miami for FedEx Express hit the airwaves in Latin America and the Caribbean this month.
The 30-second spot opens with a young equipment manager upset about boxes of uniforms that haven't ar-rived for the big game in Spain. A more experienced manager tells him not to worry as long as the outfits were shipped by FedEx Express. Of course, they weren't.
The final shot shows naked players trying to cover themselves during a free kick. The voice-over: "Let FedEx take the load off your shoulders."
"We felt that combining humor with soccer, the region's national pastime, was the most effective way to get the viewer's immediate attention," said Lane Atkins, creative director at BBDO Miami.
"Our objective is to create an instant and lasting impression that will make every viewer think FedEx Express the next time they need to send a letter or package," said Michael Murkowski, the client's vp of marketing, Latin America and Caribbean division.
The commercial will air through May 2001 on cable and local TV in Brazil, Mexico, Puerto Rico and other Caribbean locales.
--Mark Lang