Angel Soft Pays Tribute to Single Moms on Father's Day

First Work From Deutsch LA Is an Original Take on Docu-Style Format

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Most Father's Day ads pay tribute to the men in our lives, but this spot from Angel Soft takes a different, and original, angle by focusing on the single moms who play both father and mother to their kids.

In a twist on the familiar Mother's Day/Father's Day docu-style format in which adult kids speak about their relationships with their parents, the spot, the first for the bathroom tissue brand out of Deutsch LA., consists of a series of emotional interviews with adults brought up by single moms. They tell how their moms fixed the car, and taught them how to fight, while also hugging them and playing a softer, more traditionally "maternal" role. That idea ties neatly into a new tagline for the brand, "Be Soft, Be Strong."

Georgia Pacific-owned Angel Soft is also encouraging people to share their personal stories about moms on Father's Day, using the hashtag #HappyFathersDayMom.

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About

Credits
Date
Jun 18, 2015
Agency:
Deutsch
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:
Melissa Blunte
Chief Creative Officer - North America:
Pete Favat
Executive Creative Director:
Karen Costello
Executive Creative Director:
Juan Oubina
Associate Creative Director:
Melissa Langston-Wood
Associate Creative Director:
Jorge Ortega
Director of Integrated Production:
Vic Palumbo
Executive Integrated Producer:
Rachel Seitel
Integrated Producer:
Win Bates
Associate Integrated Producer:
Justin Polk
Music Director:
Dave Rocco
Group Account Director:
Erik Petersen
Group Account Director:
Montse Barrena
Account Director:
Megan Prince
Account Director:
Lauren Pollare
Account Executive:
Melanie Faessler
Assistant Account Executive:
Bianca Brittain
Chief Strategic Officer:
Colin Drummond
Executive Planning Director:
Jeffrey Blish
Group Planning Director:
Thas Naseemuddeen
Account Planner:
Eva Cantor
Digital Strategist:
Janet Shih
Director of Integrated Business Affairs:
Abilino Guillermo
Senior Business Affairs Manager:
Terry Miglin
Director of Broadcast Traffic:
Anna Brito
CEO, North America:
Mike Sheldon
President, Los Angeles:
Kim Getty
Live Action Production Company Director:
Eric Kaufman
Live Action Production Company Executive Producer:
Ted Markovic
Live Action Production Company Producer:
Matt Johnson
Live Action Production Company Line Producer:
Melissa Verdugo
Editor:
Morgan Griswold
Executive Producer:
Ted Markovic
Producer:
Simone Gurren
Executive Producer:
Rhubie Jovanov
Senior Colorist:
Stefan Sonnenfeld
Broadcast Motion Design Director:
Jason Porter
Music:
Elias Arts
Title:
Father's Day
ECD:
Vincenzo LoRusso
C D:
Michael Goldstein
E P:
Vicki Ordeshook
Head of Production:
Katie Overcash
Mixer:
Chase Butters

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