LEGS by BBDO Toronto, Pirate Radio & Television for Fedex

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Industry Postal, Courier, Shipping & Freight services
Media Radio
Market Canada
Agency BBDO Toronto
Director Tom Eymundson - Pirate Radio
Executive Creative Director Ian Mackellar
Creative Director Peter Ignazi, Carlos Moreno
Account Supervisor Martina Ivsak
Agency Pirate Radio & Television
Released August 2010

Credits & Description

Category: Business Equipment & Services
Advertiser: FEDEX CANADA
Product/Service: HEAVY WEIGHT SHIPPING OPTIONS
Agency: BBDO CANADA
Executive Creative Director: Ian MacKellar
Creative Director: Carlos Moreno/Peter Ignazi
Scriptwriter: Chris Joakim/Mike Donaghey
Agency Producer: Megan Flett
Account Supervisor: Martina Ivsak
Advertiser's Supervisor: Jason Shane/Susan Hayes/Brie Carere
Production Company: PIRATE RADIO & TELEVISION, Toronto, CANADA
Director: Tom Eymundson
Sound Studio: Pirate Radio & Television
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BBDO CANADA, Toronto, CANADA
Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: MusicCHOIR: Keith, Keith...MVO1: He’s got a solution for every problemCHOIR: It’s magicMVO1: Well, it’s not really magicHe just ships stuff with FedExCHOIR: Oh, that makes more senseMVO1: He’s the office shipping guy, Keith!MVO2: You know, the other day a co-worker asked if can FedEx handle all our heavy weight shipping? I said, FedEx does more than you think. They have a range of heavy weight shipping options, all of which are very reliable. Unlike Horatio, from purchasing, who was supposed to pick me up from the hospital yesterday. It’s okay, Horatio. I just drove myself home. Oh no, wait. I didn’t, 'cause both my legs are broken.SFX: MusicCHOIR: Keith...MVO1: He hates driving with Horatio anyway 'Cause his car is so full of dog hairHe’s the office shipping guy, Keith!ANN: FedEx does more than you think. Learn more about our heavy weight shipping at FedEx.caCHOIR: FedEx.ca
Brief Explanation
FedEx wanted a radio campaign which informed shippers that FedEx is the best way to ship their heavy weight items. To help us, FedEx had research that told us office shipping guys think of themselves as the go-to guys in the office - almost like the office hero. A person who’s always able to get things done. So for our campaign we created a character who embodied all those characteristics: 'Keith, the office shipping guy.'In the ads he essentially was the office hero. A guy who could solve any problem because he ships everything with FedEx. He even had a theme song.