USPS Launches Advertising Blitz To Highlight Return Service

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The U.S. Postal Service is debuting a 30-second television commercial today that will highlight the agency's Electronic Merchandise Return Service.


The commercial, which will air on NBC's Dateline and run during the rest of the week, will feature Zogatron, an intelligent robot character. This character will explain the EMRS service-which essentially allows consumers to print postage paid, authorized, merchandise return labels off of e-tailers Web sites.


In the spot, a shopper who has purchased a Zogatron robot toy and received it via Priority Mail discovers that the intended recipient, a young child, already has a Zogatron. When this is discovered, the toy robot springs into action to explain the EMRS process.


The ad will also run during the weeks of Feb. 28, March 20, March 27, and April 3. It will appear during television shows such as 60 Minutes, Meet the Press, Nightline, 48 Hours, NBA and NCAA basketball games, and the Doral Ryder Open.


While the USPS has not announced any specific plans yet, the campaign may include print and direct mail components.


Foote, Cone & Belding, New York, the USPS' agency of record, worked on the commercial, with the help of a production company called Train Wreck Productions.

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