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2017 ADC Awards - Advertising

Passive Aggressive

Agency BBDO / New York

Client FedEx
BACK TO RESULTS

Annual ID

ADC_ADV17073M

About the Work

Our purpose was to inform small business owners that FedEx can simplify their e-commerce operations, so that they can focus on an issue that every small business is familiar with – the inevitable passive aggressive environment that comes with working long hours in close quarters. In the ad, a small business employee mentions that using FedEx would free them up to spend time improving their passive aggressive culture. Everyone, of course, denies that a passive aggressive environment exists - but in doing so, proves that their environment is in fact, very passive aggressive. The commercial ran during NFL games, which is the largest ratings draw on linear TV, as well as news programs during the U.S. election, arguably the year’s largest cultural moment. In addition, a cable buy rounded out the audience and extended reach.