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It’s common for film studios to partner with fast-food chains, cereal manufacturers and soft-drink companies to help market major releases, but here’s a tie-in few likely expected: The United States Postal Service has teamed with Sony Pictures for a campaign to promote Priority Mail and The Amazing Spider-Man 2 — and they’ve enlisted Stan Lee for a little help.
The effort launches with a television commercial (below), featuring appearances by both the wall-crawler and the legendary creator, and includes limited-edition Spider-Man shipping boxes, Spider-Man postage from self-service kiosks, and special signage that extends to USPS vehicles. The campaign will also cast a spotlight on “stories of ‘USPS super heroes’ – real-life Postal Service employees delivering for their customers.”
The TV spot was created by DNA Productions with The Amazing Spider-Man 2 director Marc Webb and commercials/music video director Rich Lee.