Deutsch Launches Father’s Day Effort for Angel Soft

By Erik Oster 

Last year Deutsch launched its “Be Soft. Be Strong” campaign for Georgia-Pacific toilet paper brand Angel Soft with “Happy Father’s Day, Mom,” which celebrated single moms.

A year later, Deutsch takes a different approach to the holiday as part of the same campaign, focusing on one self-sacrificing father, Melquiades Rayos, who immigrated to the U.S. from the Philippines and works three jobs to support his nine children. Apart from the daughter he lives with, all of the children are still back in the Philippines, with Rayos working three jobs to speed up the petition process so that his family can join him in the United States. Over the course of the two-minute spot, Deutsch introduces viewers to Rayos and his daughter, allowing them to tell their story in their own words, before surprising them with tickets for a flight to the Philippines, so that the family can celebrate Father’s Day together. 

It’s another example of the “sadvertising” that has been the hallmark of this campaign, but it’s a bit more successful than past efforts. While the spot still has little if anything to do with toiler paper, the brand steps in here to make a difference in someone’s life, earning them goodwill with viewers with the support of a good cause, in this case one hard-working man and his family. This whole approach would make a lot more sense for a tissue brand, as viewers reach for something to wipe their eyes after the spot gives them a case of the onions. That said, this particular spot is probably the best example of the “Be soft. Be strong” brand positioning thus far, as well as a timely release, even if the brand reveal will still come as something of a head-scratcher to viewers unfamiliar with the campaign. The “Happy Father’s Day” messages in different languages at the conclusion of the spot is a nice touch as well.

Client 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
Social Media Manager: Gisela Carapaica

Deutsch Credits and Titles:
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
Integrated Producer: Justin Polk
Music Creative Director: Dave Rocco
Music Supervisor: Eryk Rich

Account Management Credits:
Group Account Director: Steve Sanders
Account Director: Lauren Pollare
Assistant Account Executive: Bianca Brittain

Account Planning:
Executive Planning Director: Jeffrey Blish
Group Planning Director: Kelsey Hodgkin
Account Planner: Daniel Spadaro
Digital Strategist: Janet Shih
Junior Strategist: Joe Simek

Business Affairs/Traffic:
Director of Integrated Business Affairs: Abilino Guillermo
Senior Business Affairs Manager: Terry Miglin

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

Live Action
Production Company: Steelhead
Director: Eric Kaufman
Executive Producer: Ted Markovic
Associate Producer: Jim Brattin
Line Producer: Chris Fox

Editorial Company
Production Company: Steelhead
Editor: Ian Paxton
Executive Producer: Ted Markovic
Associate Producer: Jim Brattin

Post Facility
Production Company: Company 3
Senior Producer: Liza Kerlin
Senior Colorist: Dave Hussey

Production Company: Steelhead
Executive Producer: Ted Markovic
Director Of Visual Effects: Austin Meyers
Motion Design Director: Dennis Kang

Licensed/Composed Music, Credits and Track Info:
Track: Along The Coastline
Composed by Daniel Louis Rosen (ASCAP) – 100%
Publisher: ScoreAScore (ASCAP) – 100%
Master: Score A Score, LLC
Company Name: Score A Score

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