Via Ad Age:
“Dadvertising” has become massively popular with marketers in recent years as they try to tap the pride of dads getting more involved in childrearing and tug at the heartstrings of moms who like seeing touching moments of dads with kids. But in a decided zag amid all the dad-back-patting zigs, Angel Soft and its new agency, Interpublic Group of Cos.’ Deutsch, Los Angeles, are celebrating single moms in a video titled “Happy Father’s Day, Mom,” breaking today on Facebook and YouTube. In a series of sometimes tearful accounts, adults in the video recount how their moms had to take on the role of dad too, and wish them a happy Father’s Day. What does all this have to do with toilet paper? Single moms, like Angel Soft, have to be both soft and strong, the video points out. The new tagline for the brand, owned by Koch Industries’ Georgia-Pacific, is “Be Soft. Be Strong.”
The wingnuts are screaming about this, of course.