How Will People in a Chinese Village Like This Caribbean Hot Pepper Sauce?

FedEx Takes a Parcel Across the World to Find Out

Published on

Editor's Pick

This film from FedEx in the U.K. follows the journey of a package containing hot pepper sauce all the way from the Caribbean island of Nevis to China. The objective is to demonstrate how FedEx can help local businessses to expand internationally. The two-minute online video starts with the product's real-life creator, Llewellyn Clarke, talking about the hot sauce he is preparing. Then we follow the package's progress by boat, plane, bicycle, van and several FedEx depots all the way to China, where it's sampled by people in a village who appear to be brand-new consumers of hot sauce. At the end of the video, Mr. Clarke, clearly a satisfied customer, slaps a small "Enjoyed Worldwide" label on his hot sauce bottle.

Directed by Simon Ratigan via HLA, the ad was created by Abbott Mead Vickers BBDO, which also crowdsourced some clips (seen at the end of the spot) of people in other parts of the world sampling the product. The clips can all be viewed on Fedex's website.

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now


Nov 17, 2014
Abbott Mead Vickers BBDO
Creative Director:
Mike Hannett
Art Director:
Sonny Adjorjan
Milo Campbell
Agency Producer:
Anita Sasdy
Production Company:
Simon Ratigan
Mike Wells
Director of Photography:
Martin Hill
Bruce Townend
Seamus O'Kane
Post Production Company:
The Mill
Parv Thind @ Wave
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age