Deutsch's Heartwarming Angel Soft Ads Put Parents in the Spotlight

Georgia-Pacific’s Angel Soft brand has launched a new TV campaign created by Deutsch as part of the larger “Be Soft. Be Strong.” 

For the last two years, Angel Soft has shifted its marketing approach to highlight the softness and strength of life's circumstances. They’ve also actively pushed against gender and socioeconomic stereotypes with work like “Happy Father’s Day, Mom.” Rather than focusing on value claims, the brand is telling the stories of parenthood’s unsung heroes and their creative approach appears to be moving the needle.