Minute Maid's latest social ad seems designed to make parents tear up. Nothing new about that tactic, but what's great about it is that it's based on a very simple idea.
The film interviews parents about how they think they're doing; as is normal, most express self-doubt. But then, they read out some letters from their kids, who say that they're actually doing an amazing job. Their genuine, emotional reactions are what touches and inspires us (and if you're a parent, it's likely you'll find it hard to shut down the waterworks.)
In addition to the digital film, by Doner in Detroit, Minute Maid's broader campaign will include social media promoting the #doingood hashtag. The brand is also partnering with bloggers, Facebook, YouTube and video seeding partners, and has redesigned its website as a digital hub for content including "insightful parenting stories."