If you’ve read this blog over the years (Hey, Carl!), you know I’m a mildly drooling fan of BBDO’s work for FedEx. It’s obvious that the brand knows that not everything needs to be rush rush rush to be done well. My favorite FedEx spot of all time (so far) is one that is either titled “Alien” or “Jenkins.” And the fact that said alien and Jenkins are one in the same is the crux of the absurdist humor in the spot. Also, best use of the “I’m lookin’ at you” gesture ever.
Recently, FedEx broke a new spot entitled “Hollywood.” It’s a nifty bit of big-budget candy that deflates the movie trailer commercial genre while also celebrating it with fire and Bay-esque camera moves. It’s subtler that spots from the past few years, but still feels part of the family. And it’s still funny. I also dig FedEx’s new tagline, “Solutions that matter,” mainly because it feels like a direct dig at their main competitor UPS and its somewhat obtuse “We <3 Logistics.”
A bit of the old:
A chunk of the new:
Later,
Fox
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Tip o’ The Hole to Rob Schwartz’s Metal Potential blog for alerting me to this spot.