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.
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.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
