Singing letterboxes across Australia are the star of the new Australia Post Christmas campaign.
Following a rough year of lockdown, the new “Spread the Merry” campaign is urging Aussies to reconnect with loved ones via the post.
The ad features letterboxes from obscure locations around the country, sing-along to the Hall & Oates 1980 classic “You Make My Dreams (come true)”.
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The campaign aims to encourage Aussies to be more thoughtful this Christmas season, and it a sweet reminder that even the smallest of gifts can go a long way in brightening someone’s year.
“After another challenging year for many Australians and a long-awaited Christmas, we wanted our campaign to be the ultimate expression of festive joy,” says Australia Post chief marketing officer, Amber Collins.
The ad is intended to remind people that being generous does not need to be expensive and to show those outside your immediate circle that you care.
Collins says this year’s campaign “uses the humble letterbox to showcase the breadth and diversity of Australia and demonstrates how Australia Post’s vast network connects Australians far and wide every Christmas.”
The ad shows us the story of Alfie and Mr Grieves. Alfie notices that Mr Grieves house is the only one on his street without any Christmas lights, so he takes it upon himself to spread the Christmas spirit by getting an unexpected gift from the local post office.
Created by The Monkeys, the idea for this year’s Christmas ad is “to embody a generous spirit with a little story of personal connection aided by Australia Post.”
“After a tough year, we wanted to give Aussies a bit more ‘merry’ this Christmas and, at the same time, change the way they look at their letterboxes,” says The Monkeys creative director Hugh Gurney.
AusPost also has an interactive advent calendar on its website. As you open the day’s allocated letterbox on the calendar, it will show you an idea on how you can spread the merry this Christmas.
The ad aired this year will run across broadcast television, and radio, as well as on out-of-home and digital channels.