Kleenex has launched a new and heartwarming back-to-school spot that celebrates the role of the tissue brand in life's milestones.
Helmed by FCB Chicago, the one-minute "The Big Day" advert follows the day of a mother and her son, as she prepares him for his first day in school.
As some would know, the first day is always an emotional trip for both the parent and the child, as it is filled with goodbyes and anxiety.
Through the spot, the brand hopes to show that its soft tissues are more than just for wiping runny noses, but for tears as well. The central message is that Kleenex is there for all touching moments.
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Notably, the new spot comes as part of the brand's 100th-year celebration, leaning into a more emotional direction with its brand marketing strategy.
It also launched a new visual identity, updating its color palette and incorporating a crown logo.
Overall, the spot and the refreshed look are testaments to the brand's dedication to being a trusted companion to your milestones and moments.
First Days and Farewells
Set to a cover of Bob Marley and The Wailers’ "Three Little Birds," the one-minute advert kickstarts with a mother asking her son if he's ready for his first day, to which he hastily responds "No."
As they get ready, the mom brings with her a pack of Kleenex before joining her son on the bus to accompany him to school.
On campus, several other parents are seen with their children on the first day, with some wiping the tears off their faces.
The son, anxious, then takes a deep breath in front of his mom.
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As soon as the boy leaves, the mom is seen on the verge of crying. However, the boy notices his mom left her pack of Kleenex in his bag.
Hurriedly, he calls his mother's attention and hugs her, handing her a tissue to wipe her tears.
"For whatever happens next, Grab Kleenex," the narrator shares, closing the spot.
Earlier this year, FCB Chicago and Glad teamed up to launch a nostalgic campaign starring TLC's T-Boz.