BBDO NY Takes Humorous Approach for FedEx Ground

By Erik Oster 

BBDO New York launched a series of new broadcase ads for FedEx, promoting FedEx Ground as a way for small businesses to save money.

Four 30-second spots present humorous scenarios where FedEx Ground can help small businesses, presenting the service as a better alternative to other money-saving practices. In “Bed & Breakfast” for example, a startup resorts to moonlighting as a bed and breakfast, with disastrous results. When one employee suggests they save money with FedEx Ground instead, everyone agrees, although it may be too late for the plumbing. In another spot, the service is working well for a company, unlike it’s open floor plan. “Hotshots,” meanwhile takes a look at a kid-run business, while “Family Business” shows how the service can make you take your business more seriously. The humor works better in some cases than others (the ridiculousness of “Family Business” notably falls flat), as the ads straddle a difficult balance between product integration and lighthearted narrative. As far as ads in the category go, however, these are fairly memorable. And haters of open floor plans will get a kick out of “Open Floor Plan” in particular.


Advertising Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Greg Hahn
Executive Creative Directors: Gianfranco Arena, Peter Kain
Associate Creative Director / Art Director: Justin Bilicki
Associate Creative Director / Copywriter: Matt Herr
Group Executive Producer: Amy Wertheimer
Executive Producer: Tricia Lentini
Group Planning Director: Sangeet Pillai
Managing Director: Kirsten Flanik
Senior Account Director: Kathryn Brown
Account Director: Amanda Cruz
Account Manager: Joshua Mesquita
Account Executive: Trent Lyle
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Scott Howard
Line Producer: Emily Skinner
Director of Photography: Jo Williams
Edit House: Mack Cut
Editor: Ian Mackenzie
Assistant Editor: Mike Leuis
Executive Producer: Sasha Hirschfeld
Visual Effects House: Schmigital
Sound Mixer: Philip Loeb/Heard City
Casting: Francene Selkirk