MUMBAI: When it comes to logistics, some deliveries are best left to the pros, especially if your courier of choice happens to be a cricketer! That’s the cheeky premise behind Fedex’s latest brand film, The Shipment, created by Saatchi & Saatchi India. Starring Joburg Super Kings’ Faf du Plessis, Devon Conway, and Sibonelo Makhanya, the campaign blends humour with purpose to showcase Fedex’s reliability. Through their comically flawed delivery attempts, the ad underscores the logistics giant’s commitment to empowering SMEs with seamless global shipping solutions.
“Fedex plays a vital role in empowering SMEs,” said Fedex vice president of marketing and air network for middle east, Indian Subcontinent, and Africa Nitin Navneet Tatiwala. “With our speed, expertise, and global reach, entrepreneurs can trust us to deliver their products seamlessly.”
Saatchi & Saatchi India, no stranger to cricket-themed storytelling, crafted a campaign that blends sports fandom with brand messaging in a way that sticks. “We threw out over 20 ideas before locking in the final three,” said Saatchi & Saatchi India chief creative officer Rohit Malkani. “From start to finish, it was an absolute riot! Roopali’s direction and Aman’s music were the perfect finishing touches.”
Saatchi & Saatchi India head of north and east Hindol Purkayastha added, “Cricket fans remember content that stands out. This campaign isn’t just engaging, it’s delivering results in international markets. And we’re just getting started!”
Blending cricket, comedy, and commerce, the ad highlights how Fedex is the go-to logistics partner for South Africa’s small and medium enterprises (SMEs). The film follows an ambitious SME owner, Sibusiso, who struggles to get his products delivered on time. Enter three Joburg Super Kings (JSK) cricketers, each attempting bizarre, unconventional shipping methods—with predictably disastrous results. Whether it's hurling packages like a fast bowler or getting creative with unorthodox deliveries, the message is clear: some things are best left to the experts.
