As Earth Month came to a close, FedEx has launched its latest sustainability marketing effort, themed “Priority Earth,” with the support of musical legend and recognized environmentalist, Willie Nelson.
FedEx has always prioritized delivering for its customers. But there is another priority we all share: Earth. FedEx is doing its part to prioritize a more sustainable planet, with the goal to be carbon neutral by 2040.
Directed by Noam Murro of Biscuit Filmworks for BBDO New York, this spot features Willie Nelson’s iconic track, “Always On My Mind,” with the star himself making a cameo at the end. Titled “Delivering For Earth,” the film depicts FedEx’s efforts for a more sustainable world by highlighting some of the tangible actions and innovations the brand has put in place to further its carbon neutrality goals. The work catches attention with its somewhat hyperbolic love story featuring real FedEx innovations as “gifts” to the planet, including the increasing use of electric vehicles, reusable envelopes, and “Roxo”—the FedEx SameDay Delivery Bot, now in development.
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Credits
Client FedEx Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Ketchum, Tom Godici, EVPs, executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, VP, creative director; Alex Gianni, SVP, group executive producer; Hyatt Choate, executive producer; Jasmine Batista, art producer; Julia Millison, sr. music producer. Production Biscuit Filmworks Noam Murro, director; Shawn Lacy, partner/managing director; Andrew Travelstead, exec producer; Brady Vant Hull, unit production manager/producer; Sean Moody, head of production; Eric Schmidt, DP; Brock Houghton, production designer. Editorial Rock Paper Scissors Damion Clayton, editor; Eve Kornblum, exec producer; Jenny Greenfield, producer; Tom Mika, assistant editor. Telecine Color Collective Alex Bickel, colorist; Claudia Guevara, producer. Conform/Finish Method Studios Douglas Luka, conform artist; Bennet Lieber, producer. Audio Post Sound Lounge Tom Jucarone, engineer; Lauren Mullen, producer.
In this BMW spot out of Hamburg agency Jung von Matt, an octopus performs an impressive underwater waltz--powered by a central nervous system. The dance is a metaphor for the unique performance of BMW’s new central control unit: the BMW Heart of Joy.
BMW first unveiled this innovative control computer--which calculates all driving dynamics functions--back in April. During its first major test at Auto Shanghai, the Heart of Joy took center stage as part of the BMW Vision Driving Experience.
Now, BMW showcases the unique performance potential of the Heart of Joy in “Octowaltz,” from production companies Parasol and Untold Studios--with the latter shop’s Diarmid Harrison-Murray serving as director.
The thought experiment: The octopus is a fascinating creature. Its decentralized nervous system allows it to coordinate individual parts of its body independently--much like a conventional car, where acceleration, braking, steering, and other functions are controlled by separate units.
But what if the octopus could channel its power through one central nervous system--the way BMW’s Heart of Joy control unit unites drive, braking, energy regeneration, and partial steering functions?
The result: an unbelievable, perfectly coordinated, masterfully choreographed underwater performance.
The campaign draws a poetic parallel between the fluid movements of the octopus and the driving experience delivered by the Heart of Joy. “Okto the Octopus” waltzes with masterful control, exceptional precision, and effortless agility--while maintaining safety in every situation.
