FedEx Unboxes Willie Nelson in This Climate Ad by BBDO

The unlikely fusion of Willie Nelson’s gentle, longing track “Always on My Mind” and images of outrageously oversized delivery boxes—large enough to house trucks and planes, popping up in forests and town squares—fuels an unusual climate appeal from FedEx.

Developed by BBDO New York, it’s a somewhat jarring experience from Biscuit FilmWorks director Noam Murro—but jarring in a good way.

Big companies tout their sustainability goals all the time, and viewers tend to tune out. That’s not true here. The alluring, slightly surreal CGI visuals draw the eye, and our ears melt as the mellow songsmith weaves his spell.

As for a Willie Nelson cameo…

…yes! That’s the man himself, at the 50-second mark, watching a FedEx delivery bot roll by. It’s enough to make a guy toke up again, right? Just kidding. He’s clean these days. Happy 88th birthday plus one day, you laid-back legend!

“It was really cool getting to work with a celebrity talent that transcends celebrity talent. So, naturally we were thrilled when we found out he was interested in being involved this project,” Greg Gerstner, BBDO senior creative director, tells Muse. “Unfortunately, due to Covid times, the creative team was unable to travel for this one, but it was a great experience all the same.”

“‘Always On My Mind’ is a classic track that takes on a new meaning when applied to the relationship between FedEx and the planet,” adds vp/creative director Banks Noel. “Featuring Willie Nelson in the spot itself just felt right given his longstanding environmental efforts.”

Nelson’s morphed into an adland darling of late. Dude lent his pipes to this Ad Council vaccination PSA and Kohl’s sweet holiday spot, while deep-fake Willie popped into Omega Mart’s crazed campaign.

And in case you’re wondering, all FedEx packaging is recyclable, that truck’s electric powered, and the company continues to work on aircraft fuel conservation as it strives for carbon neutrality.

CREDITS

TITLE: “Delivering for Earth”
CLIENT: FedEx

CREATIVE AGENCY: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
EVP, Executive Creative Director: Greg Ketchum
EVP, Executive Creative Director: Tom Godici
SVP, Senior Creative Director: Greg Gerstner
VP, Creative Director: Banks Noel
SVP, Group Executive Producer: Alex Gianni
Executive Producer: Hyatt Choate
Art Producer: Jasmine Batista
Senior Music Producer: Julia Millison
VP, Business Affairs: Kathleen Bannon
Associate Art Producer: Lizzy Lehn
EVP, Senior Account Director: Josh Steinman
VP, Account Director: Miranda Hardy
Account Manager: Christian Martinez
Account Executive: Caroline Schwartz
VP, Group Planning Director: Zach Kula
Senior Planner: Alexandra Britt

PRODUCTION COMPANY: Biscuit FilmWorks
Director: Noam Murro
Partner/Managing Director: Shawn Lacy
Executive Producer: Andrew Travelstead
UPM/Producer: Brady Vant Hull
Head of Production: Sean Moody
Director of Photography: Eric Schmidt
Production Designer: Brock Houghton

EDITORIAL COMPANY: Rock Paper Scissor
Executive Producer: Eve Kor
Producer: Jenny Greenfield
Editor: Damion Clayton
Assistant Editor: Tom Mika

TELECINE/COLOR COMPANY: Color Collective
Telecine Artist: Alex Bickel
Producer: Claudia Guevara

CONFORM / FINISH COMPANY: Method Studios
Conform Artist: Douglas Luka
Producer: Bennet Lieber

MIX & RECORD COMPANY: Sound Lounge
Engineer: Tom Jucarone
Producer: Lauren Mullen