The first day of school can be an emotional rollercoaster, with parents and children alike feeling a mix of excitement, nerves, and maybe even a few tears. For some, it’s the first step toward independence, while for others, it’s a moment of letting go. These milestones often bring raw, unforgettable emotions that require a bit of extra comfort—and that’s where it’s time to break out the Kleenex.
In celebration of its 100th anniversary, Kleenex is embracing a shift toward emotional storytelling, highlighting its role as a companion in life’s raw moments. In a touching new spot by developed by FCB Chicago, Kleenex tells the story of a mother and her son on his first day of school. Titled The Big Day, the ad captures the emotional journey of a mom saying goodbye to her little one, showing how the brand is there for life’s tender moments.
The film opens with a mother helping her son prepare for school. As he packs his bag, he includes a pack of Kleenex tissues. The scene follows them on their drive to school, culminating in a heartfelt drop-off where the mom tears up, prompting her son to run back and offer her a Kleenex for comfort. Set to a cover of Bob Marley’s Three Little Birds, the spot brings extra emotional weight to the moment. Watch the 60-second spot below:
With a refreshed visual identity developed with Turner Duckworth, including a new crown icon and cohesive color palette, Kleenex reaffirms its place in life’s most vulnerable moments.
CREDITS:
BRAND: Kimberly Clark
AGENCY: FCB Chicago
- Chief Executive Officer: Kelly Graves
- Chief Creative Officer: Pedro Perez
- Chief Strategy Officer: Mollie B. Partesotti
- Planning Director: Kelly Mertesdorf
- Creative Director: Alan Shen
- Creative Director: Chris Walker
- Creative Director: Stacy Randolph
- Creative Director: Rose Schuchat
- Executive Producer: Thomas Martin
- Managing Director: Josh Lenze
- Managing Director: Rebecca Dunn
- Executive Producer: Stump Mahoney
- Director of Business Affairs: Jeff Cowie
- Broadcast Producer: Carol Riffle
- Business Team: Kathy Cosgrove
- Talent Manager: Trish Gregor
PRODUCTION COMPANY: Biscuit Filmworks
- Director: Christopher Riggert
- Founder: Shawn Lacy
- Executive Producer: Andrew Travelstead
- Producer: Jeff McDougall
- Head of Production: Sean Moody
- Director of Photography: Jody Lee Lipes
- Production Designer: Sue Tebbutt
POST PRODUCTION/ VFX: Trafik
- Flame Lead: Noah Caddis
- Motion Graphics: Luis “Yosh” Bolivar
- Producer: Stephanie Allis
- Producer: Justin Rogers CdeBaca
- Colorist: Mark Gethin
- Color Assistant: Taylor Pool
- Producer: Sasha Pace
- Head of Production: Greer Bratschie
EDIT: WORK USA
- Editor: Stewart Reeves
- Editor: Leah Turner
- Edit Assistant: Alfred Cisneros
- Edit Assistant: Augie Savoy
- Producer: Rebecca Baker
- Head of Production: Gabrielle Page
- Executive Producer: Remy Foxx
- Managing Director: Marlo Baird
MUSIC: Another Country
- Sound Designer: Peter Erazmus
- Audio Assistant: Lucas Hansa
- Producer: Josh Hunnicutt
- Executive Producer: Louise Rider
- Managing Director: Tim Konn
MUSIC/SOUND: The Elements Music
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