Kruger Products L.P. has launched “Unapologetically Human,” a multi-brand campaign for paper products Cashmere®, Purex®, SpongeTowels® and Scotties®’ This is the first under the leadership of new CMO Susan Irving and the first brand spot created by Canadian ad agency Broken Heart Love Affair since it opened in late March.
The campaign, which celebrates our shared humanity, includes this 90-second online film directed by Mark Zibert via production house Scouts Honor. This English-language commercial is set to the track “Human” by British recording artist Rag ‘n Bone Man. The French commercial features “Passer a l’ouest” by Quebec singer Dumas. Production took place in Vancouver mid-July starring real families.
“This is a departure for our brands from the typical category approach,” said Kruger Products CMO Irving, adding, “We wanted to remind Canadians that, despite our differences, we are all human. We cry, we bleed, we use the bathroom. Our brands are there for all of that and we aren’t shying away from it. In fact, this commercial really is an expression of gratitude for all of those gloriously real human moments which Cashmere®, Purex®, SpongeTowels® and Scotties®’ are part of every day.”
Broken Heart Love Affair partner and chief strategy officer Jay Chaney, said, “We believe our role as an agency is not to simply tell the brand story to the consumer. Quite the opposite. It is to understand the consumer’s story and find the right place for the brand to fit in. ‘Unapologetically Human,’ as our first campaign, is really the manifestation of our philosophy.”
Agency partner and chief creative officer Denise Rossetto added, “we are grateful that Kruger Products had the courage to go where most brands fear to tread, capturing what it truly means to be human without glossing over the role their brands play in our lives. While most brands shy away from that, this spot embraces our humanity and breaks out of what is expected in the category.”
Director Zibert said, “The brief was simple and strong with words like ‘raw’ and ‘unapologetic’ making it easy to get behind the idea and leaving room for interpretation and collaboration. Of course, there were all kinds of challenges and limitations that we had to work around within the COVID-19 safety framework but everyone rallied together to find solutions. It allowed us to not only make the end result great, but also make the process of getting there great with Kruger Products and Broken Heart Love Affair.”
