Description
Inspired by the emotional moments parents and children experience during the back-to-school season, Kleenex’s latest creative spot The Big Day beautifully 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 – first day of school! As he packs his bag, 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 adding additional emotional wallop.
Marketed on its many functional benefits over its 100 year history, Kleenex lately has shifted its storytelling in a more emotional direction, emphasizing its role in many of life’s vulnerable moments. As the brand celebrates its centennial anniversary, The Big Day underscores Kleenex’s enduring commitment to helping people face life’s moments together – continuing its legacy as a trusted companion for the raw, human moments (like the mom in the spot).
Developed in partnership with FCB and with design creative by Turner Duckworth, Kleenex has also refreshed its visual identity, featuring a new crown icon and color palette that unifies the brand’s aesthetic and showcases a more distinct personality.
This professional campaign titled 'The Big Day' was published in United Kingdom in October, 2024. It was created for the brand: Kleenex, by ad agencies: FCB and Turner Duckworth. This Film medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted 6 months ago.
Credits
Client: Kimberly Clark
Product: Kleenex
Campaign: “Grab Kleenex 1.5”
Agency: FCB Chicago
CEO, President: Kelly Graves
Chief Creative Officer: Pedro Perez
Chief Strategy Officer: Mollie B. Partesotti
SVP, Group Strategic Planning Director: Kelly Mertesdorf
SVP, Creative Director: Alan Shen
SVP, Creative Director: Chris Walker
Creative Director: Stacy Randolph
Creative Director: Rose Schuchat
VP, Executive Producer: Thomas Martin
EVP, Group Management Director: Josh Lenze
VP, Management Director: Rebecca Dunn
Executive Producer, Director of Music: Stump Mahoney
VP Director of Business Affairs: Jeff Cowie
Sr. Broadcast Business Manager: Carol Riffle
Sr. Production Business Manager: Kathy Cosgrove
Sr. Talent Manager: Trish Gregor
Production: Biscuit Filmworks
Director: Christopher Riggert
Founding Partner: Shawn Lacy
Executive Producer: Andrew Travelstead
Producer: Jeff McDougall
Head of Production: Sean Moody
Director of Photography: Jody Lee Lipes
Production Designer: Sue Tebbutt
Editorial: Work Editorial
Editors: Stewart Reeves & Leah Turner
Assistant Editors: Alfred Cisneros & Augie Savoy
Producer: Rebecca Baker
Head of Production: Gabrielle Page
Executive Producer: Remy Foxx
Managing Director: Marlo Baird
Finishing & Color Grade: TRAFIK
Flame Lead: Noah Caddis
Motion Graphics: Luis “Yosh” Bolivar
Sr. Producer: Stephanie Allis
Sr. Producer: Justin Rogers CdeBaca
Colorist: Mark Gethin
Assistant Colorist: Taylor Pool
Producer: Sasha Pace
Head of Production: Greer Bratschie
Sound Design & Mix: Another Country
Sound Designer / Mixer: Peter Erazmus
Audio Assistant: Lucas Hansa
Producer: Josh Hunnicutt
Executive Producer: Louise Rider
Managing Director: Tim Konn
Music: The Elements Music
“Spring Studying” Vocals: Marissa Burwell
“Sickness Cycle” Singer: Robert Lamond
