Say this for snail mail: it’s never been victimized by a computer hacker.
That, in essence, is the point of a new U.S. Postal Service television advertising campaign that seeks to make a virtue of the mail’s retro qualities.
“This is how people and business connect,” runs the voiceover in one ad as the video shows a jaunty letter carrier on her rounds. “Feeling safe and secure that important letters and information don’t get lost in thin air or disappear with a click, but are delivered from person to person.”
Take that, Internet.
The two commercials, aimed at boosting businesses’ use of the mail, aired for a couple of days last month and then went back up over the weekend for a run on network and cable channels that will last through this Saturday, USPS spokeswoman Patricia Licata said in an email.
The campaign is the first of its kind in almost a dozen years, Licata said, “and we feel that it’s time to promote a channel that is too often overlooked and underestimated.” Calling the information proprietary, she declined to give the campaign’s cost, but said that the Postal Service’s total ad spending in fiscal 2011 was about $147 million, roughly the same as the preceding year.