Deutsch's latest entry in the "Be Soft. Be Strong" campaign embraces its most provocative subject yet
Last year, Angel Soft commemorated Father’s Day with a video celebrating single moms, who are forced to play the role of both parents. This year, the brand continues its "Be Soft. Be Strong" campaign with a short film about Melquiades Rayos, an immigrant widower who works three jobs in America to send money home to his 8 children in the Philippines. After a surprise ending (predictable to anyone who’s seen enough daytime talk TV), the video displays "Happy Father’s Day" in a number of foreign languages. In a campaign season dominated by talk of immigration, the film seems designed to stoke conversation.