Grab a Tissue to Watch This Heart-Tugging Ad For Paper Products

The cinematic campaign, from Toronto-based Broken Heart Love Affair, injects emotion into a staid category

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The first blush of infatuation in middle school, the devastating impact of a nasty fight between partners, the sweetness of a decades-long love—these and other emotional slices of life are gathered into a cinematic ad that has what, exactly, to do with facial tissue and toilet paper?

Everything, as it turns out.

Canadian conglomerate Kruger Products follows up its lauded 2020 campaign with a new long-form spot, continuing the “Unapologetically Human” theme and turning its attention to intimate connections of all types.

The work, from Toronto-based agency Broken Heart Love Affair, uses the tagline “Life can be messy—love can be messier,” aiming to infuse staid commodity categories like paper towels and dinner napkins with warmth and intensity.

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