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PICK OF THE WEEK: FedEx "Not What It Seems"

By Published on .

FedEx - Not What It Seems
FedEx - Not What It Seems
They make it look so easy. But taking the simplest, most potentially boring product attribute message and making it genuinely, deliciously funny likely isn't. Making a mass appeal spot that has some edge but is not base is apparently no cakewalk either, judging by how infrequently such a spot gets made. Now do those things on behalf of a major marketer and throw in "Well said, Mr. Turkey Neck." It's gotta be tough.

Eric Silver, the team of Steve McElligott and Jerome Marucci and director Jim Jenkins prove they are more than up to that certainly gargantuan task, working with a cast of characters who really are what they seem to demonstrate that Fed Ex Ground isn't. They've done the heavy lifting; the only thing the rest of us can do is sit back and enjoy.

Gillibrand for Congress - Have You No Decency?
Gillibrand for Congress - Have You No Decency?
And speaking of taking potentially bad things and making good, a special tip of the chad goes to the new consultancy of A-Political for "Have You No Decency?" a jaw-dropper on behalf of Kirsten Gillibrand, the Democrat running in New York's 20th congressional district. Yes, the spot leverages a familiar face and performance from a powerful movie but the appropriation is, well appropriate. It looks great, it sounds great and it works like mad. Remember, this is political advertising. You know, political advertising. That (heretofore) mysterious moist cylindrical passageway into which gets sucked actual information and the hopes and dreams of our future and out of which spews a variety of mind-numbing drivel that is, at its best, an indistinguishable stream of vaguely distasteful and poorly produced imagery and hectoring and that, at its worst acts as a kind of enthusiasm sponge, soaking up any particle of participatory instinct and replacing it with apathy and bitterness.

So lets celebrate this ad as both a baby step and a giant leap and look forward to a better day for campaign ads and a better day for the country. Good night. And good luck Ms. Gillibrand.

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