RHINO by BBDO Toronto, Pirate Radio & Television for Fedex

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RHINO

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Industry Postal, Courier, Shipping & Freight services
Media Radio
Market Canada
Agency BBDO Toronto
Director Tom Eymundson
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: Super powers!MVO1: No, this is real lifeHe just ships stuff with FedExCHOIR: That’s still kinda superMVO1: He’s the office shipping guy, Keith!MVO2: Hey Keith, we need to ship a skid of speakers overseas. MVO3: Well that's a heavy weight shipment - we should use FedEx. MVO2: FedEx ships heavy weight? MVO3: FedEx does more than you think. MVO2: Really? Hey, think they could ship a rhino?MVO3: Yeah? But where are you going to get a rhino?MVO2: Oh, I got a guy.MVO3: You’ve got a rhino guy?MVO2: Yeah, you know, Rhino Jim from accounting?MVO3: I know Jim from accounting...MVO2: Yeah, same guy.SFX: MusicCHOIR: Keith. MVO1: Why didn’t Jim tell him about his rhinos? He thought they were more than just work friendsHe’s the office shipping guy, Keith!ANN: FedEx does more than you think. Learn more about our range of heavy weight shipping options 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.