Royal Mail Xmas ad hails TV return

Royal Mail is returning to TV advertising for the first time in 6 years as the newly-privatised company aims to drum up parcels business in the run-up to Christmas.
The campaign features the Royal Mail Choir bashing out a rendition of The Beatles’ classic ‘All You Need Is Love’, recorded at Abbey Road Studios, and stars 25 posties who won through an audition 2,500 employees.
The ad, created by Beta, depicts parcels being delivered across the country in all types of weather, and carries the endline, “We Love Parcels”. Media planning and buying is by UMLondon.
Royal Mail has released a teaser ad today ahead of the full-length, 60-second version due to air during tomorrow’s The X Factor on ITV. A 30-second Christmas version will also air later in the year.
Ben Rhodes, head of marketing and commercial strategy at Royal Mail, said: “Our people are responsible for delivering millions of precious parcels a year, and they go the extra mile to make sure that our customers’ needs are met – never more so than at Christmas time.
“We wanted to capture this spirit, as well as celebrate our postmen and women, and the job they do, from start to finish.”
The campaign will aim to defuse the controversy over its sell-off – which has centred on it being sold “on the cheap” – by tapping into the strong public feeling towards posties. It also neatly skirts round the issue of industrial unrest.