CreativityAngel Soft Continues to Build Ads Around Quiet, Relatable Moments in People’s LivesToilet paper brand's new 'Be soft. Be strong' spotsBy T.L. Stanley|January 11, 2017 ShareBy T.L. Stanley|January 11, 2017 Share There's a grown man loitering outside the women's room, but he's no creep. He's a single dad waiting for his young daughter. And a few years later, that same guy is getting a different bathroom door slammed in his face because his teenage offspring is "becoming a woman" but absolutely doesn't want to chat with him about it. A new campaign from Angel Soft intends to "uncover the insightful little moments that we can all appreciate but that you don't see much in advertising," says Karen Costello, executive creative director at Deutsch, the brand's agency. Three new ads continue under the brand's tagline, "Be soft. Be strong," that Deutsch kicked off about a year and a half ago with digital spots. These are the first in the series to air on TV. See the three spots here: As a category, toilet paper has tended to focus strictly on product attributes, not emotional heart-tugging stories, Costello says. Her team zeroed in on families, aiming to bust some gender stereotypes and find an untapped niche in the marketing message. And if consumers were touched enough to shed a few tears, well, Angel Soft can double as facial tissue. "We've tried to weave in the product and brand truths with some human truths," Costello says. "We're finding that intersection to be really fresh and resonant." "Be soft. Be strong" has so far increased Angel Soft's dollar share and bumped up sales by 6 percent, according to the Georgia-Pacific brand. It launched with a spot called "Happy Father's Day, Mom," an ode to single mothers, and continued with "Grander Parents," about grandparents raising their grandchildren (because of absentee parents). It's an unusual tack for toilet paper, one that Costello says will continue, given the bottom-line success and the social-media kudos garnered for the brand (thousands of likes and consumer stories shared). The new ads deal with the truisms of pregnancy—"I've never peed this much in my life," says the character in the spot, "Little Dude"—and a father consoling his young son about a first breakup with sweet bromides like, "When I was your age, the only girl who would talk to me was Grandma" and "I had no game, son." "We see families in media all the time, but sometimes it's just the surface and not always what really happens," Costello says. "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 CitarellaContinue ReadingPages: 1 2 Adweek Adweek