Angel Soft Pays Tribute to Single Moms on Father's Day
First Work From Deutsch LA Is an Original Take on Docu-Style Format
Jun 18, 2015
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.