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Angel Soft Ad Pledges to #GiveTogetherNow Covid-19 Financial Relief Initiative

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Spot from Deutsch uses the softness of togetherness to help families during the Covid-19 pandemic

Angel Soft Ad Pledges to #GiveTogetherNow Covid-19 Financial Relief Initiative

The Angel Soft brand is pledging its support to help families across the country affected by the novel Covid-19 pandemic. The leading mainstream bath tissue brand today announced a $1 million donation to the #GiveTogetherNow initiative, a rapid-response emergency assistance fund launched for the purpose of providing direct cash assistance to households financially impacted by Covid-19. The campaign has raised more than $40 million in four weeks to directly support over 86,000 families and individuals affected by the crisis.

Additionally, the Angel Soft brand is asking consumers to join in and has pledged to match up to an additional $1 million in public donations to the cause, raising the brand’s total commitment to up to $2 million. People interested in making a donation can visit to donate directly to the #GiveTogetherNow initiative. 

“In addition to the health challenges that this pandemic brings, there are also many challenges facing American families, especially financial hardships from job losses.  We believe it requires a combination of softness and strength to overcome these challenges,” said Andrew Noble, vice president - Angel Soft Brand at Georgia-Pacific. “To demonstrate our commitment to this belief, we will help care for these families by participating in the #GiveTogetherNow initiative to donate $1 million immediately and hope to raise an additional $2MM through matching donations.”

For millions of families, the pandemic has delivered a staggering blow. Recent Department of Labor reports cite over 30 million Americans have filed for unemployment since mid-March. Many are out of work, facing mounting piles of bills and increased responsibilities for groceries, rent payments, medical supplies, and so much more. To make this experience more challenging, two in five families in America do not have an emergency fund of at least $400 to keep them from falling into further dire need. #GiveTogetherNow works to identify, nominate, and help verify eligible households for financial assistance to receive a one-time payment of $500 right into their bank account. One hundred percent of the donations made to the initiative go directly to families who are in need of direct cash assistance.

“We are proud to partner with businesses like the Angel Soft brand that are working around the clock to make sure people get the staples they need,” remarked Evan Feinberg, senior vice president at Stand Together, and Jesús Gerena, CEO of FII. “We created #GiveTogetherNow in the midst of the pandemic to build a unique platform as a crisis response for families in need because we believe that people know best what they need most. A crisis of this magnitude requires every one of us to do our part to help our communities.

The Angel Soft brand’s involvement with the #GiveTogetherNow initiative symbolises the brand’s commitment to caring for hardworking families, especially during difficult times.  For the latest updates on how the Angel Soft brand is navigating the Covid-19 pandemic, please visit the website here and to donate directly to the #GiveTogetherNow initiative.

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VP, Angel Soft Brand:   Andrew Noble Marketing Director, Bath Tissue

Individualised Consumer Experience Manager, Georgia-Pacific:   Samantha Alexander 

Senior Associate Brand Manager, Angel Soft:   Desiree Sullivan

Deutsch Credits 

Chief Creative Officer:   Brett Craig SVP, Creative Director

Executive Producer: Lauren May Producer

Associate Music Director:   Chase Butters

Music Supervisor:   Dez Davis  

Account Management 

EVP, Group Account Director: Montse Barrena

VP, Account Director: Eneida Elenes Account Executive

Account Planning

Head of Strategy: Kelsey Hodgkin  

Planning Director: Meghan Campbell

Strategist: Maya Thompson

Business Affairs/Traffic

SVP, Director of Business Affairs: Gabriela Farias

Senior Business Affairs Manager: Saeyoung Kim

Talent Payment Coordinator:  Kristy Castro

SVP, Director of Traffic Operations: Carie Bonillo

Broadcast Traffic Coordinator: Hailey Young

Editorial Company

Production Company Name: Steelhead

Editor: Jonathan Del Gatto

Assistant Editor: Michael Bell

Director of Post Production Operations: Jennifer Mersis 

Senior Producer: Heather Stanic

Producer: Dominick Guglielmo

Post Facility

Production Company Name: Company 3

VP, Short Form: Ashley McKim

Producer: Gabriel Wakeman

Senior Colorist:   Dave Hussey


Production Company Name: Steelhead

Director of Post Production Operations: Jennifer Mersis 

Senior Producer: Heather Stanic

Producer: Dominick Guglielmo

Lead VFX Artist: Blake Lloyd

Licensed/Composed Music, Credits and Track Info

Track: Sun Rises 

Performed by Mr Robert Castleman Gibson Jr.
Composed by Mr Robert Castleman Gibson Jr.
By arrangement with Mr Robert Castleman Gibson Jr.

Master:  Mr Robert Castleman Gibson Jr.


Publisher:  Mophonics Music Publishing 

Company Name Mophonics 
Audio Post Company

Director of Post Production Operations: Jennifer Mersis

Mixer: Cayce Sylvester

Genres: People, Dialogue

Categories: Home, Bathroom

Deutsch LA, Mon, 04 May 2020 15:14:37 GMT