Running an obstacle-course competition while carrying a bunch of boxes in one arm ain't easy. Just ask the courier in FedEx's amusing "Training Day" spot from BBDO and Biscuit Filmworks director Noam Murro.
Gee, will the delivery dude win, do you think?
Indeed he does, without dropping a single box! We never saw it coming.
Below, the victor offers some pithy comments:
Um, you can be probably put down the packages now, guy.
"We used the obstacle course as a way to suggest that FedEx is ready and has been tirelessly training. Because this year's race to the holidays isn't just a sprint—it's a Shipathon," BBDO executive creative director Greg Ketchum tells Muse.
To our eye, the video channels an American Ninja Warrior vibe, but agency senior creative director Tom Kraemer cites other sources of inspiration.
"The concept of 'Training Day' is a play on TV competitions dating back to ABC's Battle of the Network Stars in the mid-'70s, all the way up Netflix's recent show, Floor Is Lava," Kraemer says. "Story-wise, we wanted to portray a contestant in unparalleled physical condition—and then, in tongue-in-cheek fashion, show that he simply cannot compete with the drive and passion of our FedEx courier."
As usual, Murro delivers a visually memorable brand message with just enough humor to keep viewers engaged. He filmed the spot over one night in a Los Angeles parking lot. Patrick Romano of Stunts Unlimited designed the obstacles. Michael Mitchell, with a background in gymnastics, parkour and mixed martial arts, plays the courier, while actor/stuntman Brandon Belieu portrays his rival. (How could he lose? His hands were free the whole time!)
CREDITS
Agency: BBDO New York
Brand: FedEx
Spot: Training Day
Worldwide Chief Creative Officer: David Lubars
Executive Creative Director Greg Ketchum
Executive Creative Director Tom Godici
Senior Creative Director: Greg Gerstner
Creative Director: Banks Noel
Senior Creative Director/Copywriter: Tom Kraemer
Copywriter: Doug Knopf
Art Director: Kate Degen
Group Executive Producer: Alex Gianni
Senior Music Producer: Julia Millison
Production Company: Biscuit Filmworks
Director: Noam Murro
Managing Director: Shawn Lacy
Executive Producer: Andrew Travelstead
Producer: Emily Skinner
Director of Photography: Eric Schmidt
Edit House: Friendshop
Editor: Ben Suenaga
MD/Partner: Melissa Mapes
Producer: Laura Shackleford
Visual Effects: Method
Sr. Flame: Mario Caserta
Managing Director: Stuart Robinson
Sr. Executive Producer: Jesse Kurnit
Sr. VFX Producer: Bennett Lieber
Visual Effects Producer: Douglas Luka
Telecine: Color Collective
Colorist: Alex Bickel
Audio Mix: Sound Lounge
Sound Mixer: Tom Jucarone
Music Search: Agoraphone
Music Supervisor: Dawn Sutter Madell
Song: "Give It All" by 7KingZ
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