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.
Being a single parent means it all falls on you: all the hardships, all the heartbreaks, and all the perfectly imperfect moments in between. When you're raising a child, be soft. When you're doing it alone, be strong. Watch the Angel Soft® single parent commercial, "Just Dad"- extended version.
A teenager's "first love" often becomes their "first heartbreak" too, and it can be hard for parents to find the right words to say. When someone breaks their heart, be soft. When that breaks yours, be strong. Watch the Angel Soft® breakup commercial, "First Breakup."
Pregnancy can be a special time...a unique time that includes running to the bathroom over and over again, even in the middle of the night. When you're expecting a little angel, be soft. When your little angel expects a lot from you, be strong. Watch our Angel Soft® pregnancy commercial, "Little Dude" - extended version.
PRESS:
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.)