This film shows a typically untold story of a dad comforting his son after his first breakup. You see that the son is really hurt, locked in the bathroom crying while the dad sits outside the door trying to comfort him. The dad tries to make light of the situation, but it isn’t working to make his son feel any better. The dad then understands the level of pain his son is in and the gravity of the situation. The dad taps into his own softness and strength to help comfort his son. The film shows the rare moments in which men can be vulnerable and there for each other, especially a father and son.

While toilet paper may not be emotional or interesting on the surface, people are. And even more specifically, parenting is. Our core consumers are parents, so we celebrate them by using ubiquitous product language. Soft and strong are common toilet paper attributes, but those two adjectives are also a beautiful way to describe people and the balancing act that parenting is every day.

And while all parents have to be soft and strong, we wanted to focus on our core consumer, the majority of whom are lower income. These people are not typically celebrated in the media; and we wanted to tell their untold stories and acknowledge their hardworking values and the positive and optimistic perspective they have when it comes to raising their families.