To celebrate National Single Parent’s Day (3/21), Angel Soft launched a new video featuring the stories of three single parents and their daily struggles, sacrifices and triumphs. It culminates with a granted wish to help make their everyday lives a little easier (ie: paying rent, school or childcare for a year).
This is part of the larger “Be Soft. Be Strong.” campaign from Deutsch and is supported by social, digital and advertising activations to help build awareness for National Single Parent Day. The short was directed by Eric Kaufman of Steelhead.
Credits
Client Georgia Pacific/Angel Soft Agency Deutsch Pete Favat, chief creative officer, North America; Winston Binch, chief digital officer; Karen Costello, executive creative director; Melissa Langston-Wood, creative director; Ashley Milhollin, copywriter; Dan Rosenberg, art director; Vic Palumbo, director of integrated production; Jesse Ferguson, sr. integrated producer; Eryk Rich, music supervisor; Chase Butters, sr. audio producer. Production Steelhead Eric Kaufman, director; Ted Markovic, exec producer; Chris Fox, line producer. Editorial Steelhead Anthony Bernard, editor; HJ Chong, assistant editor; Ted Markovic, exec producer; Chelsea Bassler, associate producer. Licensed/Composed Music Song: “Elective Affinities” Matthew Abeysekera, composer. Publisher Score A Score Jordan Passman, creative director; Jake Weinreb, exec producer; Cian Favat, sr. producer. Audio Post Steelhead Drake Dixon, mixer
At the heart of this campaign for Pay.UK Current Account Switch Service (CASS) is a playful yet relatable narrative, brought to life in the hero TV commercial, “Blind Date.” Directed by Rosie May Bird Smith of Biscuit Filmworks for agency House 337, the spot follows a woman nervously meeting her blind date, only to discover the person waiting for her is someone you definitely wouldn’t want to meet on a blind date. The voiceover reassures: ”Blind dates. They’re a bit like switching bank accounts. You don’t want any surprises. That’s why we guarantee there won’t be any when you switch with the Current Account Switch Service.”
“Everyone knows the pain of a bad date, the gut-churning realization you’ve texted your boss instead of your mate, and being stuck next to someone eating the world’s stinkiest lunch,” said Ross Newton, creative director, House 337, who added, “Life is a minefield of unwanted surprises, so coming up with the campaign idea was the easy part. The real challenge was deciding which situations to include and which to ditch. Sadly, these scenarios are all too relatable for us all, myself included.”
[video width="1280" height="720" mp4="https://wp-shoot.s3.amazonaws.com/wp-content/uploads/2025/01/27172312/Current-Account-Switch-Service-Blind-Date.mp4"][/video] Read More
