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Angel Soft Tells Us to 'Be Soft. Be Strong.' with Three Touching Spots

Creative 339 Add to collection

Deutsch launches the all-new national broadcast ads as a continuation of the toilet paper brand's existing campaign

Angel Soft Tells Us to 'Be Soft. Be Strong.' with Three Touching Spots

Angel Soft has debuted three all-new national broadcast spots today as an evolution of its existing 'Be Soft. Be Strong.' campaign. The spots will live amongst a full 360 campaign launching in August which will also include digital and social elements.

Titled, 'Morning Routine,' 'So Sorry,' and 'Pedicure,' the three spots all showcase everyday moments from families and relationships that share the balance of softness and strength. Directed by Fiona McGee, the spots were made in collaboration with creative agency Deutsch and will run nationally through 2020.

“For years, our brand has celebrated stories of real people and how they approach life with softness and strength,” says Santiago Arboleda, director of tissue brand building – Georgia-Pacific. “We’re proud that each new iteration of the Be Soft. Be Strong. campaign finds fresh perspectives to share what we stand for with the world.”

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Advertiser: Angel Soft

Chief Marketing Officer: Douwe Bergsma (Consumer Business)

Brand Director: Santiago Arboleda (Brand Building Leader)

Senior Brand Manager: Christian M. Ardito (Brand Building)

Communications Manager: Rebecca Glassman

Post Production / VFX

Post Production Company: The Mission

Producer: Kristina Thoegersen, Jenny Bright (A52 VFX)

Colourist: Paul Yacono (Senior, A52 VFX)

Executive Producer: Jessica Locke, Thatcher Peterson (A52 VFX)

VFX Artist: Gizmo Rivera

Color Company: A52 VFX


Producer: Ashley Benton

Audio Post Company: Barking Owl

Audio Mix: Matt Keith

Assistant Mixer: Brad Beasley

Executive Producer: Kelly Bayett

Creative Agency

Creative Agency: Deutsch

Chief Creative Officer: Pete Favat (North America), Brett Craig

Creative Director: Lesley Coleman

Art Director: Benson Lam, Anastasia Arten

Copywriter: Sean Thomas, Morgan Parfrey

Strategist: Maya Thompson

Associate Creative Director: Justin Lesinski, Ryan Wolin

Head of Production: Diego de la Maza (EVP)

Senior Integrated Producer: Jesse Ferguson

Integrated Producer: Trevor Alexander

Senior Music Supervisor: Chase Butters

Music Supervisor: Dez Davis

Group Account Directors: Steve Sanders (EVP)

Account Director: Ashley Broughman

Account Executive: Edgar Garcia

Group Strategy Director: Armando Potter

Director of Integrated Business Affairs: Gabriela Farias

Integrated Business Affairs Manager: Saeyoung Kim (Senior)

Associate Business Affairs Manager: Kristy Castro

Director or Broadcast Traffic: Carie Bonillo

Production Service

Production Service Company: Wilfrid Park

Executive Producer: Angie Colgoni, Tuula Hopp

Producer: Gillian Marr

Production Company

Production Company: Arts & Sciences

Director: Fiona McGee

Executive Producer: Marc Marrie (MD), Mal Ward (MD), John Benson (New York)

Producer: Scott Kaplan

Head of Production: Christa Skotland


Music Company: Extreme Music, Score a Score, Asche & Spencer


Edit Company: Cabin Editing Company

Editor: Scott Butzer, Isaac Chen

Producer: Michelle Dorsch

Executive Producer: Remy Foxx

Genres: People, Storytelling, Dialogue

Categories: Home, Toilet Paper

Deutsch LA, Tue, 06 Aug 2019 09:54:45 GMT