FedEx Beautifully Captures the Surprise and Delight of a Simple Delivery

Will there ever be a time when we outgrow the budding curiosity, hope, or excitement we feel when a package arrives at our door? Hopefully not, and FedEx has a new campaign that is so touching, it’ll remind even the most tech-forward of us that there’s a certain magic that can only be captured by good old-fashioned mail. With the help of its longtime creative agency BBDO, FedEx has debuted a series of short films that highlight the emotional aspects of package delivery. With a brand new tagline, “What we deliver by delivering,” each brief story showcases how our shipments and deliveries carry with them the ability to bring memories, opportunities, comfort and endless possibilities right at our feet. The ads range from 30 seconds to a minute long, and manage to pack in fully fleshed, incredibly human tales of love and enterprise. In the short titled “Memories,” a man opens his front door to collect his package. Instead, he is met by another man in snazzy, 1920s-era formal wear and transported to a cinematic, sepia-tinged wedding celebration against a quaint European backdrop. [kickout id="1"] While anyone else in this scenario would undoubtedly process these new surroundings with a proper sense of confusion, the man looks upon the scene fondly, likely recognizing some familiar faces from old family photographs and stories. In the end, we see a picture of the newlyweds nestled in the old family photo album that was delivered to his doorstep. Now the memory is accessible at a moment’s notice, thanks to FedEx. With each ad, FedEx cultivates a sense of reliability, whether they are helping a couple grow their independent business in the clever spot “Opportunity” or reuniting a child with her beloved stuffed tortoise in the heartfelt “Tortoise & the Hare.” The connections that each delivery allows the recipient to make with the outside world are more valuable than what’s inside the box, and it’s those connections that take center stage in this four-part collection. [kickout id="2"] [kickout id="3"] [kickout id="4"] The series of ads, which also includes a minute-long short called “What’s Inside,” will air on TV via FedEx’s various sponsorship deals, including NFL and the PGA Tour, and will also run concurrently on digital and social media. CREDITS AGENCY: BBDO New York CLIENT: FedEx SPOTS: “What’s Inside,” “Memories,” “Tortoise and the Hare,” “Opportunity” Chief Creative Officer, BBDO WW: David Lubars Chief Creative Officer, BBDO NY: Greg Hahn Executive Creative Director: Tom Godici, Greg Ketchum Creative Director: Banks Noel, Greg Gerstner Associate Creative Director: Andrew Wardrep, Matt Fiedler, Gavin Breyer, Karen D'souza Executive Producer: Alex Gianni Sr. Producer: Ted Mcenaney Head of Music Production: Rani Vaz Business Manager: Kathy Bannon Sr Account Director Josh Steinman Account Director: Cailin Gibbons Assistant Account Executive: Cameron Carr Account Manager: Billy Mclellan Production Company: Biscuit Filmworks Director: Noam Murro Partner/Managing Director: Shawn Lacy Executive Producer: Jeff Mcdougall Head of Production: Rachel Glaub Head of Production: Mercedes Allen-Sarria Unit Production Manager: Jay Veal Director of Photography: Simon Duggan Production Designer: Brock Houghton Editorial Company: Work Producer: Chris Delarenal Editor: Stewart Reeves (Memories & Tortoise And The Hare) + Peter Brandt (Opportunity & What's Inside) Assistant Editor: Mike Horan, Trevor Myers Telecine Company: Freefolk Telecine Artist: Paul Harrison Producer: Celia Williams Conform / Finish Company: Blacksmith Conform Artist: Daniel Morris Producer: Charlotte Arnold Ep & Alexa Mauro Producer Mix & Record Company: Sound Lounge Engineer: Tommy Jucarone