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To lay the groundwork for the U.S. Postal Service’s first broadcast campaign promoting direct mail, Young & Rubicam turned to cultural anthropologist John Lowe.
Lowe moderated focus groups and visited homes to better understand how consumers and marketers feel about a medium that some find cold and impersonal. The result? A campaign that delivers a simple message–“Direct mail. It reaches people”–in a humorous way.
One TV spot from the New York shop (shown here) begins with a middle-aged man opening his front door to snow drifts as tall as he is.
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