The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Film

Passive Aggressive

Agency BBDO / New York + O Positive / Los Angeles

Client FedEx
BACK TO RESULTS

Annual ID

OS_FI17053M

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.