You guys are probably tired of ads celebrating the diversity of the Modern Family just like that one show, Fresh Off the Boat.
Here’s an interesting twist on the power of family theme from Deutsch and Angel Soft, which just launched a campaign celebrating the trials and tribulations of…stepparents.
This one doesn’t focus on the fact that love can’t be constrained by gender or sexual orientation. It’s more concerned with those individuals joined by marriage or co-habitation rather than traditional bloodlines. Shot in the same classic confessional style as recent efforts concerning grandparents and single moms, it’s both a relevant commentary on the state of American marriage and a total schmaltz-fest.
Seriously, though: everyone has friends who went through this growing up. The vast majority of our friends’ parents got divorced and remarried.
You may ask how this all relates to toilet paper, and there’s no direct product placement in the campaign.
The work also includes emotional extensions of a couple of the stories featured above.
Next, “Ricky” was kind of a big dick.
Nice little end-note there.
Now let’s address the elephant in the room: what happens when your stepmom is young enough to be your older sister?! From one of American cinema’s enduring classics:
Ted: Your stepmom’s cute.
Bill: Shut up Ted.
Ted: Remember when she was a senior and we were freshmen?
Bill: Shut UP, Ted!
Ted: Remember when I asked your mom to the prom?
Bill: Shut UP, Ted!
What the hell ever happened to Alex Winter, by the way?
Credits
Chief Marketing Officer: Douwe Bergsma
Senior Vice President, General Manager, Bath Tissue: Vivek Joshi
Senior Marketing Director, Brand Center: Shari Neumann
Director, Brand Building: Aviral Singh
Senior Brand Director: Joe Stempien
Senior Brand Manager: Todd Wingfield
Brand Manager: Jeannie Chacko
Associate Brand Manager: Brian Harrison
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Chief Digital Officer, North America: Winston Binch
Executive Creative Director: Karen Costello
Creative Director: Melissa Langston-Wood
Associate Creative Director: Jamie Levey
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Rachel Seitel
Integrated Producer: Tom Meloth
Associate Integrated Producer: Justin Polk
Music Director: Dave Rocco
Music Supervisor: Eryk Rich
Account Management Credits
Group Account Director: Steve Sanders
Group Account Director: Rachel Nairn
Account Director: Lauren Pollare
Assistant Account Executive: Bianca Brittain
Account Planning
Executive Planning Director: Jeffrey Blish
SVP, Group Planning Director: Kelsey Hodgkin
Account Planner: Daniel Spadaro
Digital Strategist: Janet Shih
Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Group Director Integrated Business Affairs: Gabriela Farias
Senior Business Affairs Manager: Terry Miglin
Director or Broadcast Traffic: Carie Bonillo
Broadcast Traffic Coordinator: Anna Brito
Executives
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty
Production Company: Steelhead
Director: Eric Kaufman
Executive Producer: Ted Markovic
Associate Producer: Jim Brattin
Line Producer: Sean Cooley
Editor: Ian Paxton
Executive Producer: Ted Markovic
Associate Producer: Jim Brattin
Production Company: Company 3
Executive Producer: Ashley McKim
Senior Producer: Liza Kerlin
Senior Colorist: Dave Hussey
Track: Metamorphosis
Written by: Danilo Stankovic
Company Name: Score A Score
Audio Production Company: Steelhead
Executive Producer: Ted Markovic
Mixer: Chase Butters