When kids cry, dads reach for Angel Soft

Deutsch continues inclusive campaign that completely ignores tushies

Toilet paper brand Angel Soft has long been running ads that have little to do with numbers one or two. The "Be Soft. Be Strong." campaign focuses on emotionally intense moments, and people reach for toilet paper to dry their eyes rather than a tissue. Three new TV spots from Deutsch debuted Monday. First, a single dad faces the challenges of raising a daughter alone in a 60-second ad. In two 30-second spots, another dad deals with his son’s first heartache and a pregnant mother laments an overactive bladder—the only time in the series the TP gets used for its original purpose.


Client Credits
Chief Marketing Officer
Senior Vice President, General Manager, Bath Tissue
Senior Marketing Director, Brand Center
Director, Brand Building
Senior Brand Director
Senior Brand Manager
Brand Manager
Associate Brand Manager
Social Media Manager
Chief Creative Officer, North America
Chief Digital Officer, North America
Chief Creative Officer
Executive Creative Director
Creative Director
Art Director
Director of Integrated Production
Executive Integrated Producer
Senior Integrated Producer
Music Supervisor
Senior Audio Producer
Account Management Credits
Group Account Director
Account Director
Account Executive
Account Planning
Executive Planning Director
Group Planning Director
Digital Strategist
Junior Strategist
Business Affairs/Traffic
Director of Integrated Business Affairs
Senior Business Affairs Manager
CEO, North America
President, Los Angeles
Live Action Production Company
Production Company
President/ Executive Producer
Executive Producer
Head of Production – NY
Head of Production – LA
Line Producer
Editorial Company
Production Company
Post Facility
Production Company
Senior Producer
Senior Colorist
Production Company
Executive Producer
Licensed/Composed Music, Credits and Track Info
Company Name
Composed by
Creative Director
Executive Producer
Sr. Producer
Company Name
Composed by Sam Kearney
Creative Director
Executive Producer
Sr. Producer
Company Name
Composed by
Creative Director
Executive Prodcuer
Sr. Producer
Audio Post Company
Production Company
Executive Producer