Angel Soft: Just Dad by Deutsch

Agency: Deutsch
Client: Angel Soft
Date: Jan 2017
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Angel Soft’s ongoing “Be Soft, Be Strong” campaign celebrates unconventional families whose members successfully persevere through life despite their lack of cookie-cutter familial roles.

The brand’s latest ad, “Just Dad,” is no exception: it features a single father who tries his best to raise his daughter even when the going gets tough – for example, the spot opens with him explaining to a prudish older woman why he’s standing in the women’s bathroom line.

While the ad occasionally slips into the bumbling dad trope (at one point, he awkwardly tries to console his daughter when she gets her first period by telling her she’s “becoming a woman”), it’s mostly a sweet tale of a father-daughter duo who manage to get through life’s obstacles together - with a little help from some Angel Soft toilet paper, of course.

Created by Deutsch, “Be Soft, Be Strong” launched in 2015 with an emotional spot called “Happy Father’s Day, Mom” that featured real people sharing their stories of being raised by a single mother.

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