Agency: BBDO New York TV spot: “FedEx Solutions That Matter: 2 Sided Paper” Launch date: September 2011 Creative credits: Executive creative directors: Mike Smith, Greg Hahn; creative directors: Peter Kain, Gianfranco Arena, Tom Kraemer, Chris Beresford-Hill, Nick Klinkert; producers: Elise Pavone, Amy Wertheimer Why we liked it: FedEx does it again. The marketer has mastered the art of delivering its message along with a laugh or two, and “2 Sided Paper” is our favorite among this year's “Solutions That Matter” campaign TV spots. A patronizing and preachy executive smugly explains to his team that to be more environmentally aware, their company is now printing on the backside of used paper and has also switched to FedEx. A FedEx deliveryman who happens to enter the room at the same time explains how the company uses electric trucks and lower-emission airplanes. The executive is about to get back on his soap box when an employee, eyeing the flip side of the paper in her hand, interjects: “What's the executive compensation list?” After a split-second moment of panic, the exec lurches across the table and stuffs the paper in his mouth. It's unexpected physical comedy that's sure to stick with viewers—the whole point of a TV spot.