You don’t expect paper products company to give you a commercial made of love stories but it makes sense, of course – because “Life can be messy, love can be messier” (which happens to be the tagline).
The hero spot by Broken Heart Love Affair in its new multi-brand campaign for Kruger Products (Cashmere and Purex toilet paper, Scotties tissues, and SpongeTowels) is about love in all its guises – from tentative first beginnings, to its slow blossoming, occasional acrimony, reconciliation, marriage, and the messy in between.
The campaign fits into the Kruger Products’ Unapologetically Human platform, which first aired in 2020 as a celebration of humanity.
“When we first launched Unapologetically Human at the height of the pandemic, we wanted to spotlight the messy, important moments that make us all human. Our goal was to show the ways in which consumers use our products, whether it’s wiping away tears or cleaning up messes, demonstrating how these experiences unite us all as humans,” stated Susan Irving, chief marketing officer at Kruger Products. “This sentiment carries forward into this campaign, as we recognize that while life can be messy, love can be messier. We wanted to be real about love in all its forms, from the toughness of heartbreak and thrill of first love to the softness and strength of enduring relationships. Our paper products serve as steadfast companions throughout the spectrum of human emotions, supporting individuals in moments of passion, sadness, and joy.”

“Very few brands are still willing to tell the truth of life. They want to manufacture a version of life with a sense that everyone is happy and that everything is okay,” added Jay Chaney, partner and Chief Strategy officer at Broken Heart Love Affair. “That may be true, but it also may not. I give Kruger Products huge credit for being a little bit more real about the experience of being human.”

References to Kruger Products brands are subtly interwoven throughout the spot, like a note passed on a piece of paper towel, a lipstick kiss accompanied by a phone number on a napkin, or tissues being used to wipe away tears of joy and distress. The message is that it comes to life’s messy moments, Kruger Products is there for consumers with brands that make everyday life more comfortable.
“The whole campaign is about vulnerability, and nothing in the human experience is more vulnerable and messier than love,” commented Denise Rossetto, partner and chief creative officer at Broken Heart Love Affair. “The first campaign set up what the brand stands for, and we’ve branched out with the second campaign to go deeper into what it means to be human.”
Love is Messy launched on June 12 in Canada with a 60-second hero spot, followed by a series of brand-specific ads running across national TV, connected TV, online video, and social.

Credits:
Client: Kruger Products
Chief Marketing Officer: Susan Irving
Vice President, Marketing: Stephen Blythe
Marketing Manager: Moitrali Ghosh

Agency: Broken Heart Love Affair
Chief Creative Officers: Denise Rossetto, Todd Mackie, Carlos Moreno
Chief Strategy Officer: Jay Chaney
Art Director: Todd Mackie
Copywriter: Denise Rossetto
Managing Director: Tyler Robson
Client Success Team: Amy Greenspoon, Kayla Christenson, Joline Matika, Maegan Thomas
SVP, Executive Producer: Erica Metcalfe
Production Company: Scouts Honour
Executive Producers: Simon Dragland & Rita Popielak
Director: Mark Zibert
Directors of Photography: Mark Zibert & Eric Kaskens
Producers: Simon Dragland & Rita Popielak
Creative Research: Tricia Zaremba
Production Service Company: Moonlighting
Executive Producer: Shayne Brookstein
Line Producer: Suzanne Currie
Production Designer: Louise Knepscheld
Costume Designer: Catherine De Reuck
Editorial Company: Nimiopere
Executive Producer: Paula Hicks
Editor: Graham Chisholm
Assistant Editor: Griffin Stobbs
CG & VFX Company: Tantrum
VFX Artist: Dominik Bochenski
Executive Producer: Victoria Holt
Colour & Finishing: Alter Ego
Colourist: Wade Odlum
Executive Producer: Hilda Pereira
Audio House: OSO Audio
Executive Producer: Hannah Graham
Mix & Sound Design: Daenen Bramberger
Media Agency: Wavemaker