Fedex may have the best gift idea for your kids this holiday season
Brand's seasonal ad from BBDO highlights the power of a child's imagination
Editor's Pick
We’re starting to see a trend—marketers are catching on the fact that when it comes to presents, the magic is not in what’s inside the box, but it’s the box itself!
We saw the idea at play in a recent French McDonald’s ad showing how the Happy Meal container is just as good—maybe even better—than the toys inside it (though McDonald’s is shining the spotlight on the meal’s classic playthings elsewhere). Amazon has made its packages the stars of its big holiday pushes and now FedEx explores the fantastic worlds that open up when kid meets box.
The delivery giant’s 2019 Christmas ad, “Gift Box,” from longtime agency BBDO New York, tells the story of a young girl whose imagination explodes when she gets her hands on a pair of Fedex containers.
Bored with her store-bought RC spaceship, she turns her attention to the cardboard husks, which seem to summon her to unleash her powers of creativity. She feverishly transforms them into a life-size version of her toy, which she zooms and zips around in through the halls of her well-appointed home.
In the final scene, we see the girl sitting in one of the Fedex boxes, in its simple, original form. As she makes spaceship sound effects her mom looks on and shrugs, “Should have just bought her the box,” she says. A voiceover then speaks: "Imagination. What we deliver, by delivering."
Noam Murro directed the spot out of Biscuit Filmworks.
Credits
- Date
- Nov 07, 2019
- Client :
- FedEx
- Client :
- BBDO-New York
- VP Brand Experience Marketing :
- Monica Skipper
- Director Advertising and Marketing Communications :
- Jeff Maddock
- Manager Advertising :
- Lisa Tarjan
- Marketing Advisor :
- Brad Bowers
- Chief Creative Officer Worldwide :
- David Lubars
- Chief Creative Officer New York :
- Greg Hahn
- EVP Executive Creative Director :
- Greg Ketchum
- EVP Executive Creative Director :
- Tom Godici
- SVP Senior Creative Director :
- Greg Gerstner
- VP Creative Director :
- Banks Noel
- VP Senior Creative Director :
- Eric Goldstein
- VP Creative Director :
- Fred Kovey
- Project Manager :
- Natalie Taylor
- EVP Director of Integrated Production :
- David Rolfe
- VP Group Executive Producer :
- Alex Gianni
- Senior Producer :
- Melanie Cornish
- Executive Music Producer :
- Melissa Chester
- VP Business Affairs :
- Kathy Bannon
- EVP Senior Account Director :
- Josh Steinman
- VP Account Director :
- Cailin Gibbons
- Account Manager :
- Taylor Baird
- Account Executive :
- Christian Martinez
- Production Company :
- Biscuit
- Director :
- Noam Murro
- Partner/Managing Director :
- Shawn Lacy
- Executive Producer :
- Jeff McDougall
- Heads of Production :
- Rachel Glaub
- Heads of Production :
- Mercedes Allen-Sarria
- Unit Production Manager :
- Jay Veal
- Production Supervisor :
- Jen Berry
- Director of Photography :
- Rodrigo Prieto
- Production Designer :
- Brock Houghton
- Edit :
- Work
- Executive Producer :
- Erica Thompson
- Producer :
- Chris Delarenal
- Editor :
- Rich Orrick
- Cutting Assistant :
- Audrey Weiner
- Telecine :
- Color Collective
- Telecine Artist :
- Alex Bickel
- Producer :
- Claudia Guevara
- Conform/Finishing/Visual Effects :
- Blacksmith
- VFX Supervisor :
- Eliza Randall
- 2D Lead/Compositor :
- Jamie Scott
- Compositor :
- Jacob Coy
- Compositor :
- Meggen Burdick
- Compositor :
- Jacob Slutsky
- Compositor :
- Yebin Ahn
- CG Artist :
- Olivier Varteressian
- CG Artist :
- Tuna Unalan
- CG Artist :
- Rick Walia
- CG Artist :
- Vitaliy Burov
- Executive Producer :
- Charlotte Arnold
- VFX Producer :
- Tina Chen
- Music :
- Beacon Street Studios
- Composer :
- Andrew Feltenstein
- Composer :
- John Nau
- Producer :
- Leslie DiLullo
- Mix :
- Sound Lounge
- Engineer :
- Tom Jucarone
- Engineer :
- Peter Holcomb
- Producer :
- Becca Falborn
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