This radio ad is brutally simple. 2 words in 30 seconds. That’s it. By squeezing those two words in the time allowed, we not only played with the radio medium – we also demonstrated to Australians that if you can squeeze your item into a parcel, you’ll pay a flat rate.

In this commercial, the Voice-Over struggles to say ‘birthday gift’ – it’s as though they are trying to stuff the words into the radio ad.

VO: B–

Bir–

Biiirr–

Biirrrrrr–

Biiiiiiiiiiiiirrrrrrrrr–

Birth–

Birttttthh–

Birthhhhhhd¬aa–

Birthday gi–

Birthday gifffffffffffffffff–

Birthday gift.

(relieved)

Birthday gift.

Announcer: Squeeze anything into an Australia Post parcel and pay a flat postage rate. If it packs, it posts.

Australia Post is Australia’s national postage service. In 2019, it made a significant change to parcel sending. For the first time ever, the cost would be determined by one thing: the size of the parcel. If you could fit your item in a small, medium, large or extra large box, you’d pay a flat rate. Our challenge was to create a radio ad that let people know about the new sending service in a way that reflected how simple it was.