Deutsch LA Celebrates Single Mothers for Angel Soft

By Erik Oster 

Deutsch LA took an unusual approach to Father’s day for Angel Soft, celebrating single mothers with the spot, “Happy Father’s Day, Mom.”

In the online ad, several children of single mothers talk about how much their moms did for them growing up, essentially acting as two parents. Thankfully, there’s no gimmicky surprise; the moms aren’t watching via remote video or listening in from the next room, it’s just people expressing their deep appreciation for their single mothers. While unorthodox in subject matter (for a Father’s Day ad) the approach is very straightforward, balancing tearful moments with humorous ones in celebration of the single moms.


The approach does run the risk of alienating dads, however, who may feel like their turn in the spotlight has been stolen (and who already tend to get the short end of the stick compared to moms on Mother’s Day). Additionally, as Adweek points out, the implication that single mothers must be both “strong” and “soft” reinforces tired gender stereotypes about the roles of mothers and fathers, however well-intentioned. In addition to the online spot, the brand also launched a social initiative calling on viewers to post their own stories about their mothers with the hashtag #HappyFathersDayMom.


Client: Angel Soft
Chief Marketing Officer: Douwe Bergsma
Senior Vice President & General Manager, Bath Tissue: Vivek Joshi
Senior Marketing Director, Brand Center: Shari Neumann
Senior Brand Director: Joe Stempien
Senior Brand Manager: Todd Wingfield
Brand Manager: Melissa Blunte

Agency: Deutsch L.A.

Creative Credits:
Chief Creative Officer, North America: Pete Favat
Executive Creative Director:: Karen Costello
Executive Creative Director: Juan Oubina
Associate Creative Director: Melissa Langston-Wood
Associate Creative Director:: Jorge Ortega:
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Rachel Seitel
Integrated Producer: Win Bates
Associate Integrated Producer: Justin Polk
Music Director: Dave Rocco

Account Management Credits:
Group Account Director:: Erik Petersen
Group Account Director:: Montse Barrena
Account Director:: Megan Prince:
Account Director:: Lauren Pollare
Account Executive:: Melanie Faessler
Assistant Account Executive : Bianca Brittain

Account Planning:
Chief Strategic Officer: Colin Drummond
Executive Planning Director:: Jeffrey Blish
Group Planning Director:: Thas Naseemuddeen
Account Planner:: Eva Cantor
Digital Strategist : Janet Shih

Business Affairs/Traffic:
Director of Integrated Business Affairs:: Abilino Guillermo:
Senior Business Affairs Manager:: Terry Miglin:
Director or Broadcast Traffic:: Carie Bonillo
Broadcast Traffic Coordinator:: Anna Brito

CEO, North America:: Mike Sheldon
President, Los Angeles: Kim Getty

Production Company: Steelhead
Director: Eric Kaufman
Executive Producer: Ted Markovic
Producer: Matt Johnson
Line Producer: Melissa Verdugo

Editorial Company: Steelhead
Editor: Morgan Griswold
Executive Producer: Ted Markovic
Producer: Simone Gurren

Post Facility: Company 3
Executive Producer: Rhubie Jovanov
Senior Colorist: Stefan Sonnenfeld

Post/VFX: Steelhead
Executive Producer: Ted Markovic
Broadcast Motion Design Director: Jason Porter

Music by: Elias Arts
Track Title: Father’s Day
ECD: Vincenzo LoRusso
CD: Michael Goldstein
EP: Vicki Ordeshook
Head of Production: Katie Overcash

Audio Post Company: Steelhead
Executive Producer: Ted Markovic
Mixer: Chase Butters