FedEx Offers A Dream-like Look At What Happens While Its B2B Customers Are Sleeping

A TV commercial from FedEx suggests that business professionals who track the delivery of items online aren’t even seeing half of what really going in to getting their orders fulfilled.

In ‘Dream 2.0,’ an animated series of commonly-shipped items — including a data center server, a medical monitoring device and a wind turbine — move autonomously down a hallway to a door marked “Copenhagen.” A series of laptops flap in the air like birds in flight across the ocean before the shot turns to the products circling the globe like satellites before riding an escalator to a customs control area of an airport.

“What we do overnight sounds like a dream,” the voiceover for FedEx reflects, later adding that FedEx sees its mission as “empowering commerce through networks, knowledge and maybe even magic.”

Created by creative agency BBDO and directed by filmmaker Michael Gondry, the 60-second ‘Dream 2.0’ first premiered last year, but FedEx has been continuing to air it on U.S. stations, including the exec-friendly Golf Channel.