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 andThe 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.
The five stamps honor Archie, Beetle Bailey, Calvin and Hobbes, Dennis the Menace and Garfield, so it’s fitting that the ceremony’s guests include Beetle Bailey creator Mort Walker, Garfield creator Jim Davis, Dennis the Menace artists Marcus Hamilton and Ron Ferdinand, Archie newspaper strip writer Craig Goldman and Calvin and Hobbes editor Lee Salem.
See larger images of the stamp artwork, and read the text from the back of the “Sunday Funnies” pane, after the break: