BBDO New York Explores Passive Aggression, Goofy Glasses in FedEx Spots

By Erik Oster 

BBDO New York recently launched a pair of 30-second broadcast spots for FedEx, directed by O Positive’s Jim Jenkins, promoting the brand’s ecommerce offerings. Both aim for comedy, but each has a distinct tone.

In “Passive Aggressive,” a man announces at a meeting that since FedEx helped the company simplify its ecommerce, they can “focus on bigger issues, like our passive aggressive environment.”

“We’re not passive aggressive,” a co-worked argues. The remainder of the ad, however, proves her wrong, as the co-workers trade passive aggressive lines back and forth.

The spot has a kind of entertaining dry office humor, which is an accomplishment for an ad about FedEx’s ecommerce offering

“Goofy Glasses” employs a different kind of comedy, relying instead on a visual gag that’s not quite as precise a fit for the brand. On the other hand, the spot addresses a business being helped by the offering more directly, as owners of a novelty shop discuss how they’re shipping goofy glasses all around the globe.

Agency: BBDO New York
Client: FedEx
Chief Creative Officer Worldwide: David Lubars
Chief Creative Officer New York: Greg Hahn
Executive Creative Director: Gianfranco Arena
Executive Creative Director: Peter Kain
Senior Creative Director: Tom Kraemer (“Goofy Glasses”)
Senior Creative Director: Jens Waernes (“Goofy Glasses”)
Creative Director: Scott Mahoney (“Passive Aggressive”)
Creative Director: Dan Oliva (“Passive Aggressive”)

Director of Integrated Production: David Rolfe
Group Executive Producer: Amy Wertheimer

Group Planning Director: Sangeet Pillai
Senior Account Director: Kathryn Brown
Account Director: Dan Langlitz
Account Manager: Cailin Gibbons
Account Executive: Billy McLellan

Production Company: O Positive
Director: Jim Jenkins
Director of Photography: Roberto Schaefer
Executive Producer: Marc Grill

Edit House: Mack Cut
Editor: Ian Mackenzie
Assistant Editor: Mike Leuis
Audio Post: Sound Lounge
Mixer: Tom Jucarone
Post VFX: Method
Colorist: Tim Masick