Ad Nut
Jun 16, 2015

Toilet paper brand celebrates moms for Father's Day

From the US: 'Happy Father’s Day, Mom' by Deutsch LA for Angel Soft

Toilet paper brand celebrates moms for Father's Day

According to Campaign US, "It’s hard to get emotional over toilet paper. But Angel Soft is giving it a try this Father’s Day with a tear-jerking Web video that—plot twist!—uses the holiday to celebrate single moms."

Ad Nut is all for moms, and for dads, and for single moms that do traditionally dad-like things such as fix cars or teach their kids how to throw a punch. And Ad Nut is in favor of grown-up children who express gratitude to said moms, and men who aren't afraid to cry.

Ad Nut is not in favor of connecting all this to toilet paper, especially not with the horrifyingly cringe-inducing line: "Sometimes she had to be softer, sometimes she had to be stronger." Sure, that reflects the brand’s new tagline—'Be soft, be strong'—but Ad Nut must question the wisdom of equating the target buyer with a product that...well...Ad Nut won't spell it out.

When it comes to 'bathroom tissue', Ad Nut also despises the use of anal-retentive bears. Admittedly it's a tough product to advertise, but it can be done: Ad Nut tips the hat to Campaign US for pointing out this funny and memorable quilted Northern campaign by Droga5, which Ad Nut had missed. 


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