FedEx makes power moves
BBDO's new campaign for the courier and shipping brand playfully taps into the world of corporate mind games.
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In collaboration with BBDO, delivery, courier and shipping service FedEx has launched this fun series of spots directed by Bjorn Ruhmann through SMUGGLER, which premiered at the NFL games.
Called The New Power Move, the campaign takes a playful, relatable look at those old corporate power moves we all know – like wearing a flashy watch, showing up to meetings late on purpose, or making intense eye contact. FedEx is turning those clichés on their head and highlighting the business-driving power of its smart technology in combination with its vast global shipping network.
Because real power comes from FedEx intelligence, data, and strategic visibility that can be leveraged across the supply chain. And because making intense eye contact with coworkers does not help you gain an edge. It’s just creepy.
The tone goes back to classic FedEx: witty, approachable, and focused on helping business leaders gain an edge in today’s fast-paced world. Instead of just being a logistics provider, FedEx is positioning itself as a true partner for smarter, faster growth.
Credits
View on- Agency BBDO/New York
- Production Company SMUGGLER/USA
- Director Bjorn Ruhmann
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Credits
View on- Agency BBDO/New York
- Production Company SMUGGLER/USA
- Director Bjorn Ruhmann
- Post Production Mackcut
- VFX Coffee & TV/New York
- Production Service Twenty Four Seven/Barcelona
- Global Chief Creative Officer Chris Beresford-Hill
- Executive Creative Director Dan Oliva
- Executive Creative Director Scott Mahoney
- Associate Creative Director Laura Vancil
- Associate Creative Director Mikayla Lapierre
- Creative Jonas Wittenmark
- Creative Tobias Carlson
- Copywriter Ross Hull
- Art Director John Ratkowiak
- Executive Producer Patrick O'Brien
- Executive Producer Patrick Milling-Smith
- Executive Producer Brian Carmody
- Executive Producer Allison Kunzman
- Producer Luigi Rossi
- DP Peter Simonite
- Editor Gavin Cutler
- Editor Louisa Philips
- Executive Producer Gina Pagano
- Finishing Producer Kalisha Allen
- Offline Producer Kayla Robinson
- VFX Producer Will Mok
- VFX Supervisor Mario Caserta
- Colorist Paul Harrison
- Sound Designer Sam Shaffer
- Executive Producer Jordi Molla
- Line Producer Nayla Soffita
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Credits
powered by- Agency BBDO/New York
- Production Company SMUGGLER/USA
- Director Bjorn Ruhmann
- Post Production Mackcut
- VFX Coffee & TV/New York
- Production Service Twenty Four Seven/Barcelona
- Global Chief Creative Officer Chris Beresford-Hill
- Executive Creative Director Dan Oliva
- Executive Creative Director Scott Mahoney
- Associate Creative Director Laura Vancil
- Associate Creative Director Mikayla Lapierre
- Creative Jonas Wittenmark
- Creative Tobias Carlson
- Copywriter Ross Hull
- Art Director John Ratkowiak
- Executive Producer Patrick O'Brien
- Executive Producer Patrick Milling-Smith
- Executive Producer Brian Carmody
- Executive Producer Allison Kunzman
- Producer Luigi Rossi
- DP Peter Simonite
- Editor Gavin Cutler
- Editor Louisa Philips
- Executive Producer Gina Pagano
- Finishing Producer Kalisha Allen
- Offline Producer Kayla Robinson
- VFX Producer Will Mok
- VFX Supervisor Mario Caserta
- Colorist Paul Harrison
- Sound Designer Sam Shaffer
- Executive Producer Jordi Molla
- Line Producer Nayla Soffita
Jenny Robertson, SVP, Global Brand & Communications added: “The global economy is rapidly changing, and business must evolve alongside it. At FedEx, every move we make is with our customers in mind. The New Power Move is about empowering businesses with smart, data-driven solutions to stay ahead of the rapidly changing landscape, making them nimbler and more adaptive than ever before.”
Dan Oliva, Executive Creative Director, BBDO NY said: “FedEx is at its best when it’s moving businesses and goods around the globe AND entertaining audiences with smart, relatable advertising. We’re excited to launch a brand platform that moves FedEx into the intelligent future, but also carries with it the comedic personality FedEx has always had.”
Scott Mahoney, Executive Creative Director, BBDO NY: “No comment on the work - classic power move.”
