Perhaps more than ever, Americans are dependent on door-to-door service. But the organization that’s been delivering it the longest is falling on hard times. With competition from private companies sapping revenue, the United States Postal Service is attempting to revamp its image with a new campaign thanking its tireless workers and reminding Americans where to put their trust.
A 30-second spot from McCann New York highlights the greeting cards, care packages and prescriptions the USPS is delivering at least six days a week to nearly every residence in the country, including rural addresses that are usually charged a premium by other carriers.
A voiceover by Megan Brennan, the postmaster general of the United States and the first woman to ever hold the position, thanks postal carriers, as scenes of deliveries in all types of weather and situations recall the service’s creed: “Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”
Even with delivery as a lifeline, mail volume has plummeted since the beginning of the coronavirus pandemic, and the Post Office expects a $13 billion shortfall this year. But the service has become a political football, with President Donald Trump threatening to veto the coronavirus stimulus package passed last month if it included funds for the Post Office. Patriotic consumers recently got behind an effort to buy stamps from the Post Office as a way to raise funds for the beleaguered organization.
Commentators and politicians like Sen. Bernie Sanders have also pointed out that the Post Office is required to fully fund its pension plan 75 years into the future. Without that congressionally mandated requirement, the service would typically break even.