Toilet Paper Makes for Tears in Angel Soft's Grandparents-Themed Ad

Spot Follows Semi-Controversial 'Happy Father's Day, Mom'

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Toilet paper advertising traditionally doesn't make you cry: That's the province of facial tissue ads. But Angel Soft and Interpublic's Deutsch, Los Angeles, are bringing the tear-jerker format down the grocery aisle a bit with "Grander Parents," a video breaking today that recounts the story of grandparents who take in their son's angelic-looking daughter after he goes to jail.

It's the latest in the brand's "Be Soft. Be Strong" effort, which began around Father's Day with the somewhat controversial "Happy Father's Day, Mom" video.

"We're getting really good response from talking about how people need to be soft and strong, and why it's important to have that balance, and that you can be both," said Todd Wingfield, senior brand manager for Angel Soft, part of Koch Industries' Georgia-Pacific. "We're trying to tell real stories of families that are rising to the occasion."

Beyond the videos, the campaign is generating consistent conversation in social media, he said, such as when Angel Soft asked on Stepfamily Day (Sept. 15) at what point their stepparents became their parents, eliciting thousands of responses.

As with the Father's Day effort, the creative insight behind "Grander Parents" came from members of the agency team mentioning folks they know who were raised by grandparents, said Karen Costello, executive creative director at Deutsch.

"We did get people talking" with the Father's Day video, Ms. Costello said. "And I hope we have that same interest in 'Grander Parents.'"

There are enough family stories out there to keep the campaign going indefinitely, she said, with a "robust plan" for more family vignettes next year.

This story also appeared on Adage.com.

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About

Credits
Date
Nov 16, 2015
Agency:
Deutsch - L.A.
Chief Marketing Officer:
Douwe Bergsma
Client:
Angel Soft
Senior Vice President, General Manager, Bath Tissue:
Vivek Joshi
Senior Marketing Director, Brand Center:
Shari Neumann
Senior Brand Director:
Joe Stempien
Senior Brand Manager:
Todd Wingfield
Brand Manager:
Jeannie Chacko
Associate Brand Manager:
Brian Harrison
Chief Creative Officer, North America:
Pete Favat
Chief Digital Officer, North America:
Winston Binch
Executive Creative Director:
Karen Costello
Executive Creative Director:
Juan Oubina
Associate Creative Director:
Melissa Langston-Wood
Associate Creative Director:
Jamie Levey
Associate Creative Director:
David Castellanos
Associate Creative Director:
Mariela Rueda
Director of Integrated Production:
Vic Palumbo
Executive Integrated Music Producer:
Rachel Seitel
Integrated Producer:
Tom Meloth
Music Director:
Dave Rocco
Music Supervisor:
Eryk Rich
Group Account Director:
Rachel Nairn
Account Director:
Lauren Pollare
Assistant Account Executive:
Bianca Brittain
Chief Strategic Officer:
Colin Drummond
Executive Planning Director:
Jeffrey Blish
SVP, Group Planning Director:
Kelsey Hodgkin
Account Planner:
Daniel Spadaro
Digital Strategist:
Janet Shih
Social Strategist:
Heather Schrupp
Director of Integrated Business Affairs:
Abilino Guillermo
Senior Business Affairs Manager:
Terry Miglin
Director of Broadcast Traffic:
Carie Bonillo
Broadcast Traffic Coordinator:
Anna Brito
Chief Executive Officer, North America:
Mike Sheldon
President, Los Angeles:
Kim Getty
Production Company:
Steelhead
Director:
Eric Kaufman
Executive Producer:
Ted Markovic
Associate Producer:
Jim Brattin
Line Producer:
Sean Cooley
Editing Company:
Steelhead
Editor:
Ian Paxton
Postproduction:
Company 3
Executive Producer:
Ashley McKim
Senior Colorist:
Dave Hussey
Visual Effects:
Steelhead
Director of Visual Effects:
Austin Meyers
Broadcast Motion Design Director:
Dennis Kang
Music:
Score A Score
Track Title:
"A Peace We Found"
Audio Post Production:
Steelhead
Mixer:
Chase Butters

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