Now that Halloween has come and gone, it’s time to break out the mistletoe and prepare for the holiday ads to start rolling in. One of this year’s first is a sentimental spot for the United States Postal Service, which seeks to convince U.S. shoppers that it’s the most reliable carrier for all their holiday needs—no matter how big or small the package.
The broadcast ad by McCann New York opens on Modern Family’s Jeremy Maguire pouting over a raggedy old stuffed bear, even though his parents seem to be going out of their way to cheer him up.
We come to learn that the boy’s treasured bear is missing something very small but very special, and although his parents purchased it online at the last minute, the USPS delivered it before Christmas morning to the relief and delight of all involved.
The ad, which is meant to showcase the USPS’s reliability during the busiest time of the year (even busier these days as more Americans than ever shop online rather than in store), will be featured on national television from Nov. 6 to Dec. 20. Print, radio, digital, social, display media, mobile and paid search placements will supplement the broadcast campaign.
The ad also subtly highlights the postal service’s new Informed Delivery feature, which allows customers to digitally track their household’s incoming mail.
IPG’s McCann Worldgroup won the USPS creative account in 2013. It now handles the business alongside MRM McCann, Casanova//McCann and UM, all of which helped create the holiday ad.
Agency: McCann New York
Chief Creative Officer: Tom Murphy
Executive Creative Director: Chris Mitton
Executive Creative Director: Nir Refuah
Creative Director: EJ Lee
Creative Director: Joey Monteverde
Chief Production Officer: Nathy Avarim
Senior Producer: Donna McCracken
Senior Producer: Sara Ward
Executive Business Director: Kevin Scher
Group Account Director: Laura Decker
Account Director: Rik Koletar
Account Supervisor: Christina Rizzo
Account Executive: Mercedes Ward
Assistant Account Executive: Cornelia Sullivan
Strategy Director: Anna Andreis
Strategist: Jacklyn Baillergeon
Strategist: Collin Peters
Production Company: Hungry Man
Director: Bryan Buckley
Editorial Company: Big Sky
Editor: Chris Franklin
VFX Supervisor: Ryan Sears
Sound: Sonic Union
Sound Mixing: Paul Weiss
Color and finishing: Nice Shoes
Colorist: Chris Ryan