Just in time for back to school, as well as cold and flu season, Kleenex released 'Time for a Change,' reminding people to share a tissue.
The 30-second commercial spot tells a short story of a tearful girl on a bus who is comforted by one of her schoolmates. It's not clear whether the young girl is crying about being scared on the first day of school or being bullied, but drawing on their own life experiences, viewers are able to identify the pain she is going through.
Rather than getting words of comfort from a female friend, the young girl is given a Pocket Pack from a male classmate, who explains: "People think boys are loud and immature and don't care about feelings, but they're wrong." The emotional commercial is accompanied by a 'Someone needs one' tagline that reminds people to share tissues and kind words.
What's Driving This Trend
- Empathy Marketing
- Using emotional storytelling in advertising to connect with customers on a deeper level
- Kindness Campaigns
- Promoting empathy and kindness as a core value in advertising and marketing
- Social Awareness Messaging
- Using advertising to raise awareness on social issues and encourage social responsibility
Who This Affects Most
- Tissue & Hygiene Products
- Innovation opportunities in tissue and hygiene products that promote social awareness, empathy, and kindness as a core value
- Advertising & Marketing
- Innovation opportunities in incorporating empathy, kindness, and social awareness in advertising and marketing campaigns
- Education & Social Welfare
- Innovation opportunities in promoting empathy, kindness, and social awareness in education and social welfare programs
