|"FedEx Candidates" ad|
We might not manufacture much in postmodern America. But by golly, we still can turn out unforgettable advertising.
An example for the ages comes from FedEx--and it's perfect for an election year. The spot is called "FedEx Candidates," and you can read some background on it here. Joe Berkowitz, of fastcocreate.com, provides the basics:
Essentially, political elections are competitions like any other, and no competition would be complete without a little smack-talking. In the latest ad for FedEx, a couple of candidates casually decide to go negative.
Created by agency BBDO New York, the new ad quietly shows all the resources FedEx has at its disposal through the lens of two political rivals picking up their campaign swag at the same spot. Amid the blizzard of posters, coffee mugs, and lawn signs they’ve requested, the candidates fling barbs at each other through clenched-tooth smiles. It’s an appropriate enough commercial for a year marked by a real campaign and an unreal one.
The folks who came up with this earned their payday. It might be the best thing to hit the advertising circuit since "The Most Interesting Man in the World" entered our lives. Enjoy.