A Parody of An Informercial Can Also Morph Into An Informercial

According to The New York Times, Steve Pacheco, director of advertising at FedEx, believes “lunchtime is the new prime time,” a fact which led him to supply BBDO-made, YouTube-distributed infotainment starring Fred Willard.

The Times says the shipping company needs a successful campaign. Pummeled by the downturn and high fuel prices — not to mention technological advances that allow increasingly complex documents to be transferred electronically — the company lost $876 million in the quarter that ended May 31, compared with a $241 million loss for the quarter a year earlier.

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.