Ad of the Day: Poetic postie narrates Royal Mail’s busy festive period
The spot was created by ad agency AMV BBDO. It highlights the warmth and humanity between posties and customers.
Royal Mail is marking its busy Christmas period with a poetic ad that celebrates the hardworking people who deliver our parcels all year long, but especially during the cold and hectic Winter months.
‘In Good Hands’ is set to a poem by the TS Eliot Prize-winning poet, Roger Robinson and focuses on the hands that deliver our mail. It is read by actor Sope Dirisu and guides viewers through a journey over the course of the year, showing the changing of the seasons and the rhythm of life.
“Royal Mail has such an important role to play during the festive period and we’re gearing up to deliver Christmas for our customers this year. The spot heroes our 85,000 posties who are out there, come rain or shine, delivering for communities across the UK,” says Sonia Sudhakar, managing director of marketing and digital at Royal Mail.
“Our customers can save by buying online and having their parcel collected. We think this is an innovation worth celebrating in difficult economic times and in the colder months. We’re delighted to be able to showcase these services delivered, as always, by our trusted posties.”
The ad was directed by Tom Green through Stink Films. The 30 and 60-second versions will run on digital, social and video-on-demand platforms.
“Posties are unique to Royal Mail. Unlike the other courier companies that just have a man in a van, posties are on your street, on foot, every day,” added AMV BBDO’s creative partner Tim Riley.
“They’re a treasured part of the community and part of the fabric of Britain itself. We wanted to recognize them, and a poem seemed a fitting way to do that. Particularly since there’s a historical precedent with this brand – the famous Night Mail poem written by WH Auden in 1936”.