Titled “Happy Father’s Day, Mr. Rayos,” this video introduces us to a long-distance dad working three jobs in the U.S. to support his nine children, eight of whom are still in the Philippines. He’s a widower who immigrated to the U.S. in order to give his family a better life, sending money back home to provide his children with an education, healthcare and other necessities.
This is the latest installment of the brand’s “Be Soft. Be Strong” campaign and mission to celebrate all types of families that have to be both soft and strong to handle life’s challenges.
Deutsch is the agency behind the campaign, with this Father’s Day installment 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, North America; Jason Bagley, chief creative officer; Karen Costello, executive creative director; Melissa Langston-Wood, creative director; Ashley Milhollin, copywriter; Dan Rosenberg, art director; Vic Palumbo, director of integrated production; Rachel Seitel, executive integrated producer; Justin Polk, integrated producer; Dave Rocco, music creative director; Eryk Rich, music supervisor. Production Steelhead Eric Kaufman, director; Ted Markovic, exec producer; Jim Brattin, associate producer; Chris Fox, line producer. Editorial Steelhead Ian Paxton, editor; Ted Markovic, exec producer; Jim Brattin, associate producer. Postproduction Company 3 Dave Hussey, sr. colorist; Liza Kerlin, sr. producer. Post/VFX Steelhead Ted Markovic, exec producer; Austin Meyers, director of visual effects; Dennis Kang, motion design director. Music Track: “Along The Coastline” Daniel Louis Rosen (ASCAP), composer; Score A Score, publisher, master. Audio Post Steelhead Chase Butters, mixer; Ted Markovic, exec producer.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
