Agency: BBDO New York
Name of campaign: “FedEx”
Launch date: January 2010
Creative credits: Chief creative officers: David Lubars, Bill Bruce; executive creative directors: Greg Hahn, Mike Smith; copywriter: Peter Kain; art director: Gianfranco Arena; agency producer: Amy Wertheimer; associate producer: Kimberly Clarke; director: Jim Jenkins; production company: O Positive; DOP: Bob Yeoman; edit house: Mackenzie Cutler; editor: Gavin Cutler
Why we liked it: The “Presentation Guy” spot for FedEx Office starts crisply with an executive asking a fellow employee, “Hey, who's our best presentation guy?” “Karl,” he's told. He quickly arranges to have Karl accom-pany him to New York for a presentation. Next, we find out that Karl is a wizard at getting FedEx Office to prepare brilliant printed presentations. But then, in the kicker, we discover that maybe Karl is best as a behind the scenes guy. Wearing big glasses from the 1980s and an ensemble that makes it look like he got dressed in the dark, Karl rises to begin the presentation. In a nervous voice, he intones, “Good morning. But I digress.” It's a good, funny story, and it gets across and important message in a memorable way.