Though it’s not the official motto for the United States Postal Service, most Americans are familiar with at least part of the words: “Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds.”
The spirit of the word is one thing. Still, the grim reality for the USPS is that in 2020, the institution is under siege—from budget threats due to the pandemic, the specter of privatization, and the politicization of the service in an election year.
Reimagining the postal workers’ creed for 2020, the original words are vastly expanded in an ad from Ogilvy Chicago supporting The People’s Postal Rescue Campaign, an organization dedicated to saving and evolving the services of the USPS.
“[This] campaign is not just about saving the post office, but revitalizing it,” said 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.”
The 60-second spot is meant to support the 600,000 postal workers across the nation and the crucial link and public service they provide citizens. The ad also takes aim at the issues that have put the USPS in the spotlight as states grapple with handling mail, especially mailed-in ballots, and the service contends with a business model that continues to lose significant amounts of money each year.
But the ad doesn’t address the latter. It’s focused solely on the issues, and nefarious tactics that the Trump administration has put into motion—like dismantling sorting machines, misinformation and Twitter rants about the USPS from the president.
“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,” said Samantha Gorelik, creative director at Ogilvy Chicago.
“Support of the Post Office should not be a partisan issue,” added Estee Mathes, associate creative director at Ogilvy Chicago. “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.”
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