Boys + Girls Turns Personal Experience Into Powerful Storytelling for An Post
An Post, in collaboration with creative agency Boys + Girls, has unveiled ‘A Nation Delivers,’ the hero brand commercial launching An Post's new ‘Making Better Happen’ platform. This emotionally resonant film demonstrates how An Post's nationwide network can connect a community of caring strangers to help one small boy find his way back to comfort.
Based on a true story, the commercial follows a mother's viral TikTok plea to find a discontinued comfort toy for her autistic son. As people across Ireland respond by sending possible replacements through An Post's services, we witness how the company's modern capabilities – tracking, electric fleet, and prepaid packaging – facilitate acts of kindness. Through a series of near-misses, the film shows how An Post enables not just deliveries but hope, until finally, a university student recognises her own cherished bunny as the perfect match.
Debbie Byrne, managing director, An Post Retail commented, “‘A Nation Delivers’ captures the spirit of the 'Making Better Happen' platform. At An Post, we believe that making things better happens when Ireland can stay connected, trading and thriving everyday. Our technology evolves, but our values and commitment to delivering meaningful connections remain constant.”
As a brand that truly represents all of Ireland with no specific target audience – everyone sends and receives post – An Post was uniquely positioned to tell this inclusive story. The commercial represents a significant step forward for representation of autism and neurodiversity in Irish advertising at a time when diversity initiatives are being rolled back in other countries globally. With approximately 20% of the population being neurodivergent, this authentic representation matters deeply.
"This story beautifully demonstrates An Post's essential role in Irish life," said Rory Hamilton, chief creative officer at Boys + Girls. "Beyond showcasing their efficient services, it reveals how An Post understands that some packages carry more than their contents – they carry irreplaceable meaning, comfort, and the power to connect people in profound ways."
The production was handled with exceptional sensitivity, care, and collaboration. Director Ben Liam Jones brought personal understanding to the project - casting autistic performers and real families to ensure genuine representation throughout. Production company Antidote treated the story with the respect it deserved to make diversity even more diverse - creating an inclusive set environment that embodied their commitment to meaningful representation.
The commercial showcases locations across Ireland, highlighting the nationwide reach of An Post's delivery network while celebrating the warmth and generosity of Irish communities. ‘A Nation Delivers’ is the flagship brand film in An Post's three-part campaign introducing the ‘Making Better Happen’ platform. Separate commercials for An Post Money and An Post Commerce feature interconnected characters and items that demonstrate the breadth of An Post's letter, ecommerce and financial services.
