Clever Creative: A Soft Spot
Posted Thursday January 19th, 2017 by Caitlin Artigliere in Creativity + Art.
When you think of an ad for toilet paper, you think of a someone spraying a blue liquid on a sheet and then putting coins or washers on the spot to show how strong and durable the product is. However, this week’s “Clever Creative” is showing us a softer side to toilet paper ads. In a new spot from Angel Soft, we learn that not only does their toilet paper have multiple layers, but it also has multiple uses. This ad follows a single dad and his daughter as she grows up, and throughout it we constantly see Angel Soft being used in different ways. Check out these heartwarming moments in a soft spot:
Why our GEMites liked this Clever Creative:
Over the past few months, we’ve noticed that more companies are jumping on the storytelling bandwagon, and we love it. We like this new Angel Soft ad’s use of this form of advertising, because it’s more enticing than just showing a product’s features. Another reason we love this ad is for its heartwarming, relatable moments. Whether it was the first time you learned how to shave and cut yourself, or you locked yourself in the bathroom as a heartbroken teenager, everyone can relate to some part of this ad campaign.
Finally, we love that the ad follows a single dad. In the past two years, companies have been making ads that feature untraditional family dynamics, but there are rarely ads about single dads. By highlighting this parenting group, Angel Soft is reaching a whole new market. And this isn’t the first time this company has featured a different type of family; they have also had ads featuring grander parents (grandparents who are raising their grandchildren), as well as ads spotlighting single moms.
Why our fellow creatives should like this:
As we said before, an ad that includes storytelling can be a more effective way to advertise your product without throwing it in the customer’s face. This ad does a fantastic job of featuring the product in the story, without making it too sales-pitchy.
We think our fellow creatives should like this ad because of Angel Soft’s choice to advertise an experience rather than a product’s features. By breaking away from the traditional way of advertising toilet paper, they are setting themselves apart from their competition. On top of that, ads like this where consumers can relate to the stories can help build a relationship between them and the brand, which is every company’s goal. When creating an ad for your product, you don’t necessarily need to make it the star, and this ad from Angel Soft proves just that.
We have a soft spot for this Angel Soft spot, but let us know what you think. Don’t forget to be on the lookout for next week’s installment of Clever Creative!
If you’re looking for some clever creative of your own, feel free to contact us.
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