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

Published On
Nov 07, 2019

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.


Nov 07, 2019
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:
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
Executive Producer:
Erica Thompson
Chris Delarenal
Rich Orrick
Cutting Assistant:
Audrey Weiner
Color Collective
Telecine Artist:
Alex Bickel
Claudia Guevara
Conform/Finishing/Visual Effects:
VFX Supervisor:
Eliza Randall
2D Lead/Compositor:
Jamie Scott
Jacob Coy
Meggen Burdick
Jacob Slutsky
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
Beacon Street Studios
Andrew Feltenstein
John Nau
Leslie DiLullo
Sound Lounge
Tom Jucarone
Peter Holcomb
Becca Falborn

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