Not only did the pandemic make apparent the importance of the United States Postal Service, but it exacerbated its shortcomings as health and economic challenges increased exponentially. That’s why last year, the USPS announced “Delivering for America,” an outline for reaching financial sustainability and fully-realized service potential over a ten-year period. Today, the national service unveils a campaign to support its plan, created by agency MRM New York with McCann Worldgroup.
The anthem spot, directed by Jake Scott of RSA Films, is an ode to the USPS workers that hand deliver mail to more than 160 million addresses across the U.S. Shot through the window of a delivery truck, the video shows various mailpeople driving through cities, past crop fields and over highways. The beep of their scanners as they drop off envelopes and packages play in tune with Johnny Cash’s “I’ve Been Everywhere,” a nod to the service’s massive delivery network.
The spot highlights the joy that mail can bring recipients, showing, for example, a woman who lets out a cheer with her delivery person as she opens a letter, or the friendly relationship one might form with their mail person.
“The United States Postal Service is in the fabric of American Culture,” said Harsh Kapadia, CCO at MRM New York, in a statement. “Traveling beside the USPS carriers, we see that USPS doesn’t just deliver from A to B, but USPS is delivering for dreams, delivering for ambitions, delivering for growth and most importantly it all, delivers for America.”
The campaign will air through September of this year on TV and will hit print, digital and OOH in March and April.