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BtoB

U.S. Postal Service, Washington, D.C.

Published on .

Company: U.S. Postal Service, Washington, D.C.
Agency: Campbell-Ewald, Warren, Mich.
Market: Shipping managers
Quick chase: Uh-oh. Another angry-looking man staring daggers at the audience. This guy's testosterone level is so high that he's got a five o'clock shadow by 10:10 in the morning. Or is that 10:10 p.m.? Whatever the time, this man has had it with surprises, like the ones that come in the form of hidden shipping charges. But the U.S. Postal Service says it doesn't spring surprises on customers. What we like about this ad is that the subject looks the genuine article, unlike the more pasteurized images we typically see in advertising. His glowering presence has no lack of stopping power. And the message about no hidden shipping charges is simple and focused.
Clue: Go ahead and smile, mister. We liked your ad.
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