an Ad a Day

A look at the marketing that surrounds us.

Postal Service: No More Stops

Posted by Rosepixie on March 27, 2010

This is the back of a postcard I received advertising for the U.S. Postal Service.

The mom looks so calm and collected, doesn’t she?  I mean, the baby looks decidedly unhappy and the mom is clearly juggling way too much stuff (a couple of bags, baby, keys and a cell phone), but she doesn’t look phased at all.  This does not look like a woman who’s fed up with errands.

That said, the baby totally looks fed up with the whole situation and ready to go home.

I really like this image.  It conveys how busy people are and how parents especially try to fit as many things in at once sometimes because going out with kids (especially really little ones) is such a hassle and can basically throw the whole day out of whack for the baby and, by extension, everyone around them.  It makes it really clear what the benefits of not having to make a special trip to the post office would be.

Usually I’ve found the Post Office’s mailings to be pretty boring, but this one was great.  It’s a well chosen image (a woman of color too!  and not used for any particular reason, it just happens to be a woman of color!  bonus points!) that conveys their message clearly.  And it’s respectful.  It both acknowledges the challenges of being a parent and shows a mom who’s not falling apart under them (or being saved by paper towels or something).  I love this picture.

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One Response to “Postal Service: No More Stops”

  1. Eva said

    One thing that strikes me about this picture, it’s good for evoking the feeling that it wants, but it’s not terribly realistic. People do not carry babies like that, especially babies of that age who have just been in a car… especially people who look like they have the money to buy a baby carrier. This probably shouldn’t bother me as much as it is, since a baby carrier would obviously not have provided the visual effect they were going for. Maybe they could have gone with a front facing baby sling?

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