BBDO has been doing some truly stellar work for FedEx over the last several years. Consistent in tone and tone and message, the work proves that giving a campaign legs doesn’t require annoying schtick like the Aflac duck. Huzzah. Instead, the FedEx spots rely on witty, almost rapid-fire dialogue in the vein of Howard Hawks. And they’re not afraid to make cultural references or use idioms that not every audience member will understand. Proving that you can get your message across without having to get every joke across. Again, huzzah.

I saw this latest spot during the Daytona 500 a couple of days ago. Rather, I saw it as I fast-forwarded the TiVo and went back to watch it. Why? Because it was a FedEx spot and I knew it’d be good. Hmmm.

This spot is entitled “Coma” and promotes FedEx Ground. Which, unlike Brown, never breaks my stuff.



Later,

Fox