Snow, rain, heat and gloom of night are the least of the U.S. Postal Service’s worries these days.
The institution has become the focus of a partisan debate over whether this year’s mail-in election ballots—of which there will be more than usual, due to the pandemic—will be delivered swiftly and securely. But that’s just the latest blow in a troubling trajectory for the USPS, which is generally in need of an overhaul.
To bring attention to the USPS’s plight, Ogilvy has created a well-crafted, sobering 60-second spot for Stand By Your Mail, a grassroots initiative to help save the USPS. The spot is based around a reimagining of the iconic unofficial Post Office creed, which normally reads, “Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”
The new version adds some further impediments to the courier’s path, which will be familiar to those who’ve watched the Trump administration’s maneuverings lately.
The voices of different Americans provide the voiceover, designed to illustrate that the problems affect all—not just one political party.
“We wanted to encourage Americans to support the USPS and the men and women who work tirelessly to deliver our mail, no matter the conditions. Its future truly depends on us,” says Samantha Gorelik, creative director at Ogilvy Chicago.
“Support of the Post Office should not be a partisan issue,” adds associate creative director Estee Mathes. “We are determined to remind Americans that the Post Office is such a vital organization and so important to our democracy, so we created this film to reinforce how much we depend on them.”
Those interested in learning more about Stand by Your Mail or supporting the campaign can visit StandByYourMail.org.
“The Stand By Your Mail campaign is not just about saving the Post Office, but revitalizing It,” says Peter Bull, one of the campaign’s founders. “We imagine a future where the USPS can do so much more than deliver the mail, providing opportunities like postal banking and broadband services.”
Deputy Worldwide Chief Creative Officer: Joe Sciarrotta
Creatives: Samantha Gorelik and Estee Mathes
Executive Producer: Gayle McCormick
Director: Mike Diedrich
Director of Photography: Brian Schilling
Editor: Randy Palmer
Assistant Editor: Ariana DeSimone
Colorist: Kalvin Johnson
Supervising Colorist: Paul Galati
Sr. Audio Engineer: Marina Killion
Sr. Audio Assistant: Zach Scheitlin
Director of Finish: Glen Noren
Sr. Finish Assistant: Connor Luczak
EP: Tracy Spera
Assoc. Producer: Alex Campbell
This article first appeared in musebycl.io