In third film from Deutsch LA, Georgia-Pacific brand gives neglected parents their due on Valentine's Day
It’s not easy being a step parent. Try as you might, convincing your spouse’s kids that you’re not trying to replace their other parent is a near-impossible task. But how often is the plight considered from the adult’s point of view? In the third installment of its "Be Soft. Be Strong" campaign, Georgia-Pacific brand Angel Soft — via agency Deutsch LA — gets teary eyed over step parents who endured long enough to hear their step kids apologize, and say, "I love you" on Valentine’s Day. Earlier iterations of the campaign focused on grandparents (Thanksgiving) and single moms (Father’s Day).