When advertising is actually cool

• Elena Malykhina reports on HBO's unique letter-writing promotions for its imminent John Adams miniseries in Adweek.

I wish I got to work on campaigns like this.

The U.S. Postal Service and HBO recently launched an ad campaign that focuses on the importance of handwritten correspondence and the heartfelt feelings it evokes. The effort, called "Power of the Letter," promotes HBO's miniseries John Adams, which details the life of the second U.S. president and his abundant letter writing.

HBO, seeking exposure for the miniseries that premieres on March 16, is footing the bill. "We didn't have to spend a penny on this campaign," said rep Sue Brennan at the USPS, Washington.

The campaign spans across TV, online and retail. A Web site, poweroftheletter.com, was created by HBO, which provides a brief description of the miniseries and encourages consumers to write letters.