Kruger Products L.P. launched a new ad campaign for its Cashmere, Purex, SpongeTowels and Scotties’, which aims to remind Canadians that, despite our differences, we are all human.
The campaign, titled “Unapologetically Human,” marks the first work of agency Broken Heart Love Affair for Kruger and includes two commercials – one in English and one in French. The English ad was directed by award-winning Canadian storyteller Mark Zibert and features a diverse cast of people, including toddlers and children, in a variety of everyday situations. Some of them are shown crying, others are shown spilling various products, from milk to wine and more, others are shown getting dirty, others bleeding, and other using the toilet because these are all part of our lives. At the end of the video the Cashmere, Purex, SpongeTowels and Scotties’ are showcased on the screen.
Serving as soundtrack is the hit single Human by British recording artist Rag ‘n Bone Man.
The French Commercial features Passer a l’ouest by Quebec singer Dumas.
“This is a departure for our brands from the typical category approach,” said Kruger Products CMO Irving in a press statement, adding “We wanted to remind Canadians that, despite our differences, we are all human. We cry, we bleed, we use the bathroom. Our brands are there for all of that and we aren’t shying away from it. In fact, this commercial really is an expression of gratitude for all of those gloriously real human moments which Cashmere, Purex, SpongeTowels and Scotties’ are part of every day.”