Cannes Lions
BBDO NEW YORK, New York / FEDEX / 2014
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FedEx lets golfers ship their clubs to their hotel or course, so they don’t have to lug them on a plane. Unfortunately, there’s a misconception that FedEx is always more expensive. So we created a commercial to prove that FedEx costs less than you think.
In American films, it’s common to see a villain paying for services with a large briefcase full of money. We used this visual of a large briefcase to represent how much people assume FedEx costs. When the character learns that FedEx only costs $51, he pulls out a miniature briefcase, representing how little FedEx actually costs.
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