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.
CreditsClient 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.
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More