NFL partner FedEx teamed up with Tennessee Titans star Derrick Henry to spotlight the benefits for small businesses to working with FedEx to manage delivery, logistics and shipping – especially during crucial, challenging times.
The campaign was spearheaded by a hero spot called ‘Little Mistake, Big Demand’ which spanned TV and online channels and dropped on 21 January as Henry returned to the Titans line-up after a long foot fracture injury in time for the Playoffs.
Built around the theme that unexpected business demand can come from anywhere at any time and that FedEx is ideally set up to help companies of all sizes meet such demands.
The spot sees Henry trying to tweet at Titan fans, but instead accidentally tagging @TitanPans (a small kitchen supply store): a small typing error which results in Maya Titan’s pan business trending across the USA driving an unexpected surge in orders so big that it breaks the internet. Fortunately, even with satellites exploding due to being overloaded, FedEx enables the business to keep up with the online order spike.
The spot was conceived and executed in harness with creative agency BBDO, and the hero commercial was helmed by Director Noam Murro who is best known for cinematic blockbusters such as ‘300: Rise of an Empire’ and ‘Smart People’.
“This campaign plays off of the idea that small businesses face uncertainty all of the time,” explained FedEx’s VP of Global Brand and Reputation Monica Skipper. “And FedEx has the e-commerce solutions to help you be ready for what’s next for your business.”
According to BBDO Senior VP and Senior Creative Director Banks Noel, the brief was simple: “to capture the unique challenges faced by small businesses during this moment in time and dramatise that with the help of Henry.”
The campaigned aimed to help the global logistics and shipping giant maintain business momentum after a strong end-of-year and rolled out as the company’s December earnings report indicated better-than-expected revenues due to high levels of shopping and shipping over the holiday season.
Fedex is the Official Delivery Service Sponsor of the NFL and the centrepiece of its activation focuses on its season-long ‘FedEx Air & Ground NFL Players of the Week’ and ‘Players of the Year’ Awards.