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In Good Hands

by James Needham

3 min read

How the Royal Mail brought poetry to Christmas.

It’s a lovely insight and one that’s been brought to life this year by AMV BBDO through the warmth and humanity between posties and Royal Mail customers.

Here’s the spot:

No one does lyric poetry quite like the Brits and to use it to celebrate the 85,000 posties who are out there, come rain or shine, delivering for communities across the UK is a subtle but distinctive way to elevate the Royal Mail’s role in society.

Posties are unique to Royal Mail. Unlike other courier companies that just have a man in a van, posties are on your street, on foot, every day. They are part of the fabric of our community, connecting us with the people we love.

‘In Good Hands’ is set to a poem by the TS Eliot Prize-winning poet, Roger Robinson and focuses on the hands that deliver our mail.  It guides viewers through a journey over the course of the year, showing the changing of the seasons and the rhythm of life.

It’s an elegant ode to the humble postie but on a deeper level, it pays homage to the famous Night Mail poem written by WH Auden in 1936, which even back then portrayed the significance of the mail in carrying our most private dreams, confessions and human foibles that play out across the page.

To quote a passage that’s still relevant today.

Letters of thanks, letters from banks,
Letters of joy from girl and boy,
Receipted bills and invitations
To inspect new stock or to visit relations,
And applications for situations,
And timid lovers’ declarations,
And gossip, gossip from all the nations,
News circumstantial, news financial,
Letters with holiday snaps to enlarge in,
Letters with faces scrawled on the margin,
Letters from uncles, cousins, and aunts,
Letters to Scotland from the South of France,
Letters of condolence to Highlands and Lowlands
Written on paper of every hue,
The pink, the violet, the white and the blue,
The chatty, the catty, the boring, the adoring,
The cold and official and the heart’s outpouring,
Clever, stupid, short and long,
The typed and the printed and the spelt all wrong.

The complete poem is here. It’s wonderful stuff and shines a light on the human condition in a way that reminds us, that while lots has changed in the world since 1936, so much about what makes us human has not.

Just like this timeless spot so effortlessly achieves.

Congrats to the team behind this, it’s a lovely reminder that in our tech-soaked world, the power of a package delivered with care is as important as it ever was.


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James Needham

→ Over 20 years experience across APAC and the UK helping redefine some of the world’s most iconic and effective brands, and leading complex research and segmentation projects from Budget Direct, Big4, Crime Stoppers, RACV and CommBank.

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