Deutsch continues its ongoing “Be Soft. Be Strong.” campaign for Angel Soft with a series of new spots for toilet paper brand.
The campaign previously celebrated single mothers (in a Father’s Day spot), “Grander Parents,” stepparents and, this Father’s Day, Melquiades Rayos, a hard-working father of nine who immigrated to the U.S. from the Philippines.
In its latest effort, Deutsch focuses on the struggles of parenthood. A single father gets the spotlight in “Just Dad,” which documents his relationship with his daughter through the years, from a lack of changing tables in the men’s room to a broken heart.
Other spots focus on a pregnant mother (“Little Dude”) and a dad helping his son through a “First Breakup.” The three spots will be the first of the campaign to air on broadcast.
Georgia-Pacific claims the campaign has so far increased the brand’s sales six percent since its launch around a year and a half ago.
“We’ve tried to weave in the product and brand truths with some human truths,” Deutsch executive creative director Karen Costello told Adweek. “We’re finding that intersection to be really fresh and resonant.”
We see families in media all the time, but sometimes it’s just the surface and not always what really happens,” she added. “We want to talk about how we actually live and highlight some of the unsung heroes.”
Credits:
Client: Georgia Pacific/Angel Soft
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: Andrew Noble
Senior Brand Manager: Todd Wingfield
Brand Manager: Jeannie Chacko
Associate Brand Manager: Brian Harrison
Social Media Manager: Gisela Carapaica
Agency: Deutsch
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Chief Digital Officer, North America: Winston Binch
Chief Creative Officer: Jason Bagley
Executive Creative Director: Karen Costello
Creative Director: Melissa Langston-Wood
Copywriter: Ashley Milhollin
Art Director: Dan Rosenberg
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Rachel Seitel
Senior Integrated Producer: Jesse Ferguson
Music Supervisor: Eryk Rich
Senior Audio Producer Chase Butters
Account Management Credits:
Group Account Director: Steve Sanders
Account Director: Lauren Pollare
Account Executive: Bianca Brittain
Account Planning:
Executive Planning Director: Jeffrey Blish
Group Planning Director: Kelsey Hodgkin
Digital Strategist: Janet Shih
Junior Strategist Leigh Citarella
Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Senior Business Affairs Manager: Terry Miglin
Executives:
CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty
Live Action Production Company
Production Company: Humble
Directors: Samuel & Gunnar
President/ Executive Producer: Eric Berkowitz
Executive Producer: Marc Kovacs
Head of Production – NY Natalie Warkenthien
Head of Production – LA Fyza Griggs
Line Producer: Gary Romano
Editorial Company
Production Company: Whitehouse Post
Editor: Heidi Black
Producer: Annie Maldonado
Post Facility
Production Company: Company 3
Senior Producer: Liza Kerlin
Senior Colorist: David Hussey
Post/VFX:
Production Company: Method Studios
Executive Producer: Robert Owens
Artist: Aiden Thomas
Licensed/Composed Music, Credits and Track Info:
Company Name: Yessian Music
Track: Little Dude Stare cp3a
Composed by: Chris Plansker
Creative Director: Andy Grush
Executive Producer: David Gold
Sr. Producer: Katie Overcash
Company Name: Yessian Music
Track: Just Dad swk1a
Composed by Sam Kearney
Creative Director: Andy Grush
Executive Producer: David Gold
Sr. Producer: Katie Overcash
Company Name: Yessian Music
Track: First Breakup ajk1c
Composed by: Ami Kozak
Creative Director: Andy Grush
Executive Prodcuer: David Gold
Sr. Producer: Katie Overcash
Audio Post Company:
Production Company: Lime Studios
Executive Producer: Susie Boyajan
Mixer: Mark Meyuhas