Kleenex commercial is an emotional story: “The Big Day”
The advertising campaign was carried out by the FCB Chicago agency
The Kleenex commercial is an everyday story inspired by emotional moments.
One of the difficulties faced by creatives when creating advertising campaigns is being able to convey our daily life in 60 seconds. When this is achieved, the piece is able to impact the viewer and move them by making them feel identified.
This is the case of the latest advertisement from Kleenex, the popular brand from the multinational Kimberly-Clark, which is able to move us with a classic story about how a mother takes her son to school for the first time.
“The Big Day” is the title of the Kleenex commercial made by agency FCB Chicago, produced by Biscuit and directed by Christopher Riggert. The brand is thus celebrating 100 years of history, a product that has been able to generalize its name to refer to all paper tissues.
The Kleenex commercial tells the touching story of a mother taking her son to the first day of school. She packs his backpack, ties his shoes, puts a packet of Kleenex in the bag and they ride the bus together until it is time to leave him with the teacher. It is then that the mother breaks down crying because of how big her son has become. The ad’s song, a cover of “Three Little Birds” by Bob Marley and The Wailers adds an additional emotional impact.
The campaign represents a change of narrative by the brand. Kleenex gives it a more emotional twist, thus emphasizing the vulnerable moments of life. With this campaign, Kleenex wants to help people face life’s moments together, both raw and beautiful.
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