Monday, November 28, 2022

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    US Ad of the Day: Flock Freight demystifies the ‘fuckload’ for Blue’s Clues’ Steve Burns

    Spoiler alert: ‘fuckloads’ are slowing supply chains everywhere, according to the ad for the shipping technology company.

    Steve Burns, the actor known for his long running investigator role in the children’s show Blue’s Clues, is now on the case to find out how much a “fuckload” is. His source? Technology company Flock Freight, which bills itself as “experts in shipping any kind of load.”

    The 60-second ad, which went live across social media channels today, was ideated and developed by Ryan Reynolds’ creative company, Maximum Effort (yes, that Ryan Reynolds). The company is best known for its humorous Mint Mobile ads, like this one featuring the founder of AriZona iced tea

    Shot in a documentary style, Burns plays an “investigative reporter” who interviews Flock Freight “executive,“ Jill Lyons, about the logistical inefficiencies behind supply chain constraints. “The world needs answers,” Burns commented on the creative on Instagram. “We will not rest.”

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    The culprit, Lyons says, is a “shitload,” or a “fuckload,” of empty space in trucks on our roadways. Both metrics are demonstrated through a variety of graphics. Flock Freight, of course, says they leverage proprietary technology to address said inefficiencies. The spot’s seemingly unaware pursuit of absurdity is reminiscent of shows like Nathan For You.

    “Flock and Steve’s willingness to have fun was really inspiring,” Maximum Effort’s president George Dewey said in a statement. “The freight industry and the host of Blue’s Clues wouldn’t normally set up the expectation for this kind of cheeky work, yet here we are.”

    The spot will run on social, digital and streaming TV, including MNTN.

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    Agency: Maximum Effort

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