Developed by AMV BBDO, the “In Good Hands” campaign for British postal and courier company Royal Mail celebrates the posties, hardworking people who deliver the mail and packages. The campaign launches at one of Royal Mail’s busiest times of the year, with around double the number of parcels and stamped letters sent over the festive period compared to usual. The campaign recognizes the important role their postal workers play during the holiday season while spotlighting new innovations, such as the free Parcel Collect service and new-and-improved Royal Mail app, which keeps customers connected more seamlessly, door-to-door, all year-round.
Set to a specially commissioned poem by the TS Eliot Prize-winning poet, Roger Robinson, this spot–directed by Tom Green via Stink Films–focuses on posties’ hands, showcasing the warmth and humanity of their relationship with customers. Read by actor Sope Dirisu, the poem guides viewers through a journey featuring various hands, both those of real staff and actors, over the course of the year, showing the changing of the seasons and the rhythm of life.
AMV BBDO creative partner Tim Riley said, “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. 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.”
