This campaign challenges us to open our eyes to our bias…
Parents are our teachers. Moms and Dads both are strong and soft.
This Father’s Day, we honor all the moms in the world who don’t have a husband, wife, baby-daddy or partner helping them to raise their kids.
In this two-minute commercial from Angel Soft, grown children
wish a happy Father’s Day to the single moms who raised them.
Most of the men and women tear up as they recount growing up with moms who handled it all, from putting food on the table to fixing the car. “She did all of it — and she did it all as though she were two people,” one daughter recalls. “If our car broke down she would say, ‘Oh, that’s the alternator.'”
And this is an ad for… toilet paper? The company’s new tagline for the Angel Soft brand is “Be Soft. Be Strong.”
Single moms, like Angel Soft, have to be both soft and strong. Like the product, sometimes mom has to be softer, sometimes she has to be stronger. “Softness and strength have always been the key product attributes in the category,” said Karen Costello, Executive Creative Director at Deutsch, “We loved this idea of taking (that) language to shine a light on those attributes in humans.”
If you’re a dad wondering where your commercial is, reps for Angel Soft say they meant no disrespect by acknowledging single and divorced mothers on Father’s Day. Todd Wingfield, a senior brand manager for the company told Ad Age. “We celebrate families in all forms, shapes and sizes. Dads also play an important role and exemplify those traits of being soft and strong every day.”
Cover Photo Credit: Thank you Amanda Korb for sharing your love and artistic talent with us in creating our cover art for the Summer Issue’s OTHERS home page.