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Angel Soft Celebrates Love of Step Families in Touching New Spot

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American toilet paper brand teams with Deutsch for campaign celebrating different kinds of families

Angel Soft Celebrates Love of Step Families in Touching New Spot

In 2015, the Angel Soft brand introduced its new tagline and campaign, 'Be Soft. Be Strong.' which celebrates the stories of softness and strength of all kinds of families. The brand is continuing the momentum of this campaign with its third installment, the 'Related by Love' video, which shares the stories of stepfamilies and sheds light on a different kind of love that can be shared by many families on Valentine¹s Day. The video shares the unexpected story of stepparents and how they've risen to the occasion and handled life's challenges.


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Client

Brand: Aviral Singh (Director, Brand Building)

Brand Manager: Jeannie Chacko, Brian Harrison (Assoc)

Chief Marketing Officer: Douwe Bergsma

General Manager: Vivek Joshi (Senior VP)

Marketing & Engagement Director: Shari Neumann (Sr)

Senior Director: Joe Stempien

Post Production / VFX

Colourist: Dave Hussey (Sr)

Executive Producer: Ashley McKim

Post Production Company: Company 3

Senior Producer: Liza Kerlin

Creative Agency

Account Executive: Bianca Brittain (Assist)

Chief Creative Officer: Pete Favat

Chief Digital Officer: Winston Binch

Creative Agency: Deutsch

Director of Integrated Production: Vic Palumbo

Executive Creative Director: Karen Costello

Group Account Directors: Steve Sanders, Rachel Nairn

Integrated Producer: Rachel Seitel (Executive), Tom Meloth, Justin Polk (Assoc)

Music Supervisor: Eryk Rich, Dave Rocco (Music Director)

Planner: Daniel Spadaro (Account)

Planning Director: Kelsey Hodgkin (Group, SVP)

Strategist: Janet Shih (Digital)

Production Company

Director: Eric Kaufman

Executive Producer: Ted Markovic

Producer: Jim Brattin (Assoc)

Production Company: Steelhead

Line Producer: Sean Cooley

Music

Audio Post Production: Steelhead

Song: Metamorphosis by Danilo Stankovic

Offline

Edit Company: Steelhead

Editor: Ian Paxton

Executive Producer: Ted Markovic

Producer: Jim Brattin (Assoc)

Genres: Storytelling, Dialogue

Deutsch LA, Wed, 10 Feb 2016 17:03:42 GMT