We recognized that people had been through two years of the Covid-19 pandemic. We wanted them to know that we understood what they had been through and to feel valued as customers.

Therefore, we wanted them to know that they could get the items they needed delivered directly to them. They could shop early, beat the holiday rush and be rewarded when they did so with MailPac.

When we conceptualized that ad, we saw two streams of communication… emotional and motivational. The emotional stream led the communication and the motivational ended the communication with a CTA (Call to action).

We sought to move beyond the words that depict what the Christmas experience is supposed to deliver, to what every gift giver wants to hear from the recipient.