The Royal Mail has unveiled a major new campaign celebrating the hands-on work of posties to coincide with the busy festive period, with the end line ‘In Good Hands’.
Developed by AMV BBDO, the campaign launches at one of the most intense times of years for the brand, with double the amount of parcels and stamped letters sent than usual.
Set to a specifically commissioned poem by TS Eliot prize winning poet Roger Robinson, the video focuses on posties hands, focusing on the warmth and humanity showed by posties to their customers.
Read by actor Soppe Dirisu, it guides viewers through a journey featuring various hands, both those of real staff and actors, over the course of the year – with a nod to the changing seasons.
Directed by Stink Films’ Tom Green the 30 and 60 second versions will run across digital, social and video on demand platforms. In addition, as part of the campaign a 30-second film also introduces the free parcel collect services, while both will be supported by digital ads across social platforms.
The drive to celebrate Royal Mail posties comes as the brand has had to sign deals with rivals Evri and DPD in the run up to Christmas.
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“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,” said Royal Mail marketing and digital managing director Sonia Sudhakar.
“This spot heroes our 85,000 posties who are out there come rain or shine, delivering for our communities across the UK.”
“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,” she continued.
“We’re delighted to be able to showcase these services delivered, as always, by our trusted posties”.
AMV BBD creative partner Tim Riley added: “Posties are unique to Royal Mail. Unlike other courier companies that just have a man in a van, posties are on your street, on foot, every day. They’re a treasured part of the community and the fabric of Britain itself. We wanted to recognise 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”.
