Unapologetically Human

//  08.17.20



Kruger Products shows Canadians what connects us all in new campaign for Cashmere®, Purex®, SpongeTowels® and Scotties®’

Category-breaking commercial is first by agency Broken Heart Love Affair

Kruger Products L.P. today launched Unapologetically Human, a multi-brand campaign for Cashmere®, Purex®, SpongeTowels® and Scotties®’ This is the first under the leadership of new CMO Susan Irving and the first brand spot created by Broken Heart Love Affair since the agency opened in late March.

Airing beginning August 17th, the category-breaking campaign celebrates the one thing that connects us all – our humanity. It includes a 90 second online film, and a 60 second commercial, along with 15 second spots for Cashmere®, Purex®, SpongeTowels® and Scotties®’ in both English and French, as well as a series of social ads.

“This is a departure for our brands from the typical category approach,” Kruger Products CMO Susan Irving said. Adding, “we wanted to remind Canadians that, despite our differences, we are all human. We cry, we bleed, we use the bathroom. Our brands are there for all of that and we aren’t shying away from it. In fact, this commercial really is an expression of gratitude for all of those gloriously real human moments which Cashmere®, Purex®, SpongeTowels® and Scotties®’ are part of every day.”

“We believe our role as an agency is not to simply tell the brand story to the consumer,” said Broken Heart Love Affair Partner and CSO, Jay Chaney. “Quite the opposite. It is to understand the consumer’s story and find the right place for the brand to fit in. Unapologetically Human, as our first campaign, is really the manifestation of our philosophy.” Partner and CCO Denise Rossetto added, “we are grateful that Kruger Products had the courage to go where most brands fear to tread, capturing what it truly means to be human without glossing over the role their brands play in our lives. While most brands shy away from that, this spot embraces our humanity and breaks out of what is expected in the category.”

Directed by award-winning Canadian storyteller Mark Zibert the English commercial is set to the track, Human by British recording artist Rag ‘n Bone Man. The French Commercial features Passer a l’ouest by Quebec singer Dumas. Production took place in Vancouver mid-July starring real families.

“The brief was simple and strong with words like ‘raw’ and ‘unapologetic’ making it easy to get behind the idea and leaving room for interpretation and collaboration,” commented Zibert. “Of course, there were all kinds of challenges and limitations that we had to work around within the Covid-19 safety framework but everyone rallied together to find solutions. It allowed us to not only make the end result great, but also make the process of getting there great with Kruger Products and Broken Heart Love Affair.”

About Kruger Products L.P.
Kruger Products is Canada’s leading manufacturer of quality tissue products for household, industrial and commercial use. Kruger Products serves the Canadian consumer market with well-known brands such as Cashmere®, Purex®, SpongeTowels® and Scotties®’. A Greater Toronto Area Top Employer for the past eight years, Kruger Products has approximately 2,800 employees and was once again named one of Canada’s Best Managed Companies in 2020. The Company operates eight FSC® COC-certified (FSC® C-104904) production facilities in North America. For more information, visit www.krugerproducts.ca.

About Broken Heart Love Affair
Focused on brand transformation and brand domination, Broken Heart Love Affair is the passion project and partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie and Beverley Hammond who came together to bring back the love of advertising to clients, consumers and the creative community.


Title: Unapologetically Human
Client: Kruger Products L.P.
Chief Marketing Officer: Susan Irving
Vice President Bathroom Tissue: Stephen Blythe
Vice President Sustainability & US Marketing: Steven Sage
Corporate Director, Marketing: Oliver Bukvic
Corporate Director, Marketing: Kristina Koprivica

Agency: Broken Heart Love Affair
Creative Team: Carlos Moreno, Denise Rossetto, Todd Mackie
Strategy: Jay Chaney
Agency Producer: Erica Metcalfe

Production Company: Scouts Honour
Director: Mark Zibert
Executive Producers: Rita Popielak, Simon Dragland
Line Producer: Matt MacLennan
Director of Photography: Mark Zibert, Eric Kaskens
Additional Photography: Chris Woods

Casting: Shasta Lutz, Jigsaw

Editorial: Married To Giants
Editor: Graham Chisholm

Color: Alter Ego
Colorist: Wade Odlum

VFX and Finishing: Sean Cochrane, The Vanity

Audio House: Vapor Music
Audio Director/Producer: Joey Serlin

French Music Supervision/ Music Rights Clearance: Francois Lechance
Agency Team: Joline Matika, Mae Thomas

Branding, Canada