(www.TheSingleMomClub.com) – Every year, Father’s Day approaches and anxiety grows for millions of Americans. Those who are fatherless feel it most during this time. Single moms who receive little or no support from the father, feel it most during this time. Dads who know they could do better but won’t generally feel nothing but for single moms who have to be both a mom and a dad, Angel Soft toilet tissue is coming through big time.
The debate rages every year about whether single mothers should receive Father’s Day greeting cards. While the answer should lie with each individual family, the conversation is hard to be ignored.
“Dadvertising” has become massively popular with marketers in recent years as they try to tap the pride of dads getting more involved in childrearing and tug at the heartstrings of moms who like seeing touching moments of dads with kids.
Many companies like Hallmark are being to recognize the importance of honoring single mothers on Father’s Day.
Adult children raised by single mothers wish their moms a Happy’s Father’s Day in this intriguing, unconventional commercial was created by advertisement agency Deutsch LA for Georgia Pacific’s Angel Soft bathroom tissue.
The two-and-a-half-minute video presents various men and women who speak directly to the camera, thanking their moms for being both mothers and fathers in their lives. “She did it all, as though she was two people,” one subject says. The others echo this sentiment, explaining how their moms combined softness and strength, tying back to the brand’s new tagline, “Be soft, be strong,” which is introduced here.
Quite a few of these folks get choked up, but that’s de rigueur for the “gratitude advertising” category, and the tears are balanced by some lighter moments. (One guy recalls his mom teaching him to defend himself on the playground: “She was like, ‘When you punch, you put your knuckle out and you just go for it.’ I don’t even know if that’s a thing.”
The campaign focuses on people who aren’t often celebrated, including the “unsung heroes of parenting,” Karen Costello, exec creative director at Deutsch said. “We were talking to adults at our agency who were raised by single moms, and they mentioned that they celebrate their moms on Father’s Day.”