Ad of the Day | New Tear-Jerking Creative from Kleenex Will Tug at Your Heartstrings

Oct. 22, 2024

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.