Brawny Is Funding the Heroes Going Above and Beyond in Their Communities

New ad from Joan celebrates individuals and nonprofits

Brawny's new ad campaign features eight real life heroes. Brawny/Joan
Headshot of Sara Spary

The coronavirus crisis has reignited a sense of community spirit in neighborhoods around the world, turning many every day people into local heroes.

Brawny, the paper towel brand, has sought to honor those individuals in its latest campaign, which features real people who have gone above and beyond to help their communities during the crisis.

Its new spot, created and produced in-house by creative agency Joan, features eight local heroes who have taken significant steps to support those around them, including a seven-year-old who spent his pocket money on supplies for the needy, a single mother who made more than 1,000 care packages for other single parents and a man who made dozens of portable sinks for the homeless.

The campaign, called Giants Take Action, will run on TV and social media to promote the brands’ funding program The Brawny Giants Initiative, which has been set up to support those doing the most to assist their neighborhoods in these unprecedented times.

Brawny is calling on its customers to nominate their own local heroes online for a chance to benefit from its funding program.

“Those people who see challenges and rise up to the occasion—taking action to solve problems—we consider these people to be giants,” Katie Kolesky, senior director of brand building at Brawny, said. “The Brawny Giants Initiative celebrates and supports the strength demonstrated by individuals who are taking action during this pandemic.”


Chief Executive Officer: Lisa Clunie
Chief Creative Officer: Jaime Robinson
Executive Creative Director: Dan Lucey
Managing Director: Sarah Collinson
Strategy Director: Chris Turney
Creative: Claire Wyatt
Creative: Sophia Moore
Account Executive: Raelyn Martin
Producer: Eric Davies
Production company: Joan Studios
Head of Joan Studios: Daniel Marin
Editorial: Joan Studios
Editor: Tyrone Rhabb

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@saramayspary Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.