The phrase, accompanied by the Postal Service's familiar stylized eagle logo, appears as the closing signature in print, online and direct mail in place of the words "United States Postal Service." The ads, from Campbell-Ewald in Warren, Mich., feature actual USPS customers from the New York City area in lieu of actors, according to The New York Times.
It is the first time in about a decade that the USPS has used a theme in its ads. Previous themes included "We deliver"--which later became "We deliver for you"--and "Fly like an eagle," which used the song of the same name by the Steve Miller Band as the soundtrack of commercials.
In addition to print and online ads, the Postal Service will announce the new theme in postcards that it will send to 146 million addresses. The Postal Service spends an estimated $30 million each year on advertising.