Inspired by the emotional moments parents and children experience during the back-to-school season, Kleenex’s latest creative spot “The Big Day” captures the heartwarming journey of a mom and son on his first day of school.
The spot opens on a mother preparing her son for the big day. As he packs his backpack, he includes a pack of Kleenex. The ad follows with their ride to school, ending at the school drop-off where the mom tears up and her son runs back to comfort her with the Kleenex he packed earlier. In the background, a poignant cover of Bob Marley and The Wailers’ “Three Little Birds” plays, infusing the spot with added emotion.
Christopher Riggert directed via Biscuit Filmworks for FCB Chicago.
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Credits
Client Kimberly Clark Brand Kleenex Agency FCB Chicago Kelly Graves, CEO, president; Pedro Perez, chief creative officer; Mollie B. Partesotti, chief strategy officer; Kelly Mertesdorf, SVP, group strategic planning director; Alan Shen, Chris Walker, SVPs, creative directors; Stacy Rudolph, Rose Schuchat, creative directors; Thomas Martin, VP, executive producer; Stump Mahoney, executive producer, director of music. Production Biscuit Filmworks Christopher Riggert, director; Shawn Lacy, founding partner; Andrew Travelstead, exec producer; Jeff McDougall, producer; Sean Moody, head of production; Jody Lee Lipes, DP; Sue Tebbutt, production designer. Editorial Work Editorial Stewart Reeves, Leah Turner, editors; Alfred Cisneros, Augie Savoy, assistant editors; Rebecca Baker, producer; Gabrielle Page, head of production; Remy Foxx, exec producer; Marlo Baird, managing director. Finishing & Color Grade Trafik Noah Caddis, Flame lead; Luis “Yosh” Bolivar, motion graphics; Stephanie Allis, Justin Rogers CdeBaca, sr. producers; Mark Gethin, colorist; Taylor Pool, assistant colorist; Sasha Pace, producer; Greer Bratschie, head of production. Sound Design & Mix Another Country Peter Erazmus, sound designer/mixer; Lucas Hansa, audio assistant. Josh Hunnicutt, producer; Louise Rider, exec producer; Tim Konn, managing director. Music The Elements Music Marissa Burwell, “Spring Studying” vocals; Robert Lamond, “Sickness Cycle” singer.
This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.
Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.
But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.
The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.
“Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More
