Angel Soft | Soft and Strong TV

When we started an ad campaign for toilet paper, my partner and I made a promise to ourselves: no cartoon bears and no blue liquid. Mission accomplished. 

Bonus tidbit: "Non-traditional toilet paper occasions" is ad-speak for not showing someone wiping their butt on national TV. 


Be Soft. Be Strong.

// AGENCY: DEUTSCH CLIENT: Angel Soft Codename: Tearjerker //

Parents and toilet paper have one thing in common: they need to be soft and they need to be strong.

This campaign was shortlisted at Cannes and featured in the I&C Top 20.

Adweek wrote about the whole campaign here.
Campaign talked about us too. And so did The Drum.
Campaign later featured First Breakup in their Top 20 Inclusion and Creativity event.
One woman took to Facebook to call an actor out for shaving in the wrong direction. (My bad.)