Read our new manifesto

Now available on-demand

Get inspired. Find solutions. Harness the power of digital marketing.

Featuring Speakers from

Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo
Agencies 4 Growth Festival Logo

Angel Soft’s emotional ad features grandparents as they discuss raising their son’s child

Toilet paper brand Angel Soft has released a moving video called ‘Grander Parents’ that features two real grandparents as they discuss what it has been like raising their imprisoned son’s daughter Hailey.

Created by Deutsch, the video switches between footage of Hailey playing and her grandparents being interviewed about unexpectedly taking on the role of parents.

“You know you’re the grandma, you’re there, you’re the guardian, but you’re really her mom,” Hailey’s grandmother says during the film.

At the end of the video, it reads: “Just when you were ready to be soft, you found your strong side too.”

The short film ties in with the brand’s ‘Be Soft, Be Strong’ tagline that it unveiled earlier this year along with a ‘Happy Father’s Day, Mom’ video that debuted in June and features real people sharing their stories of being raised by a single mom.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis