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Pride

basics
Industry: Professional & Public services
Media:TV & Cinema
Published:Nov. 11, 2001
Market:United States
Language:English
Style: Minimalism
descriptioncnen
Description / Synopsis


Pride is a 60-second TV spot (created in just three weeks) that uses sepia-toned still photographs, color footage, the well-known words of the USPS motto and the music of Carly Simon -- and no dialog -- to bring the spirit, dedication and humanity of U.S. postal workers to life.

Context


Shortly after the 9/11 terrorist attacks, anthrax was sent to prominent Americans through the U.S. mail, killing five people (including postal workers). Postal employees and the public alike were concerned about mail safety. Raising the morale of postal workers and restoring public confidence quickly and effectively was critical.

Philosophy/Solution


We positioned postal workers as true everyday heroes: familiar faces who stop at nothing -- and are stopped by nothing -- to get the mail through. With the words of the USPS motto captioning images of postal workers and the sound of Carly Simon's "Let the River Run," the "Pride" spot celebrates postal workers and makes them a symbol of American determination. This commercial successfully shifted public attitudes and perceptions from fear to pride.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Production Company:
Other credit:Executive Producer Nancy Axthelm
Agency Producer Nancy Axthelm, Todd Scheifele
Assistant Agency Producer Gerri Striga
Music Composer Carly Simon
awards
ADDY® Awards 2002
ADDY
National, Corporate
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