Barry Hall fronts asks Aussies to ‘soften up’ in non-illness related push for Kleenex

Kleenex is asking Australians to embrace their softer side in their new campaign for tissues with former AFL hard man Barry Hall showing his softer side.

Created by J. Walter Thompson Sydney and launched this week, the series of three TVCs star I’m a Celebrity Get Me Out of Here contestant Hall in a series of emotional situations, and end with the phrase “because soft feels good.”

The push looks to distance the entire Kleenex Facial Tissues range from its association with illness, particularly flu and the common cold.

JWT Sydney executive creative director Simon Langley said the use of a ‘tough guy’ highlights the move towards emotional health, not sickness.

“Barry Hall was the perfect Australian tough guy to communicate the new brand point-of-view and make Kleenex Tissues synonymous with emotional softness, not just functional softness,” he said.

“He’s a real life ‘hard nut’ turned soft advocate, giving others permission to give in to their emotions and experience the benefits. ”

A Kleenex report conducted last year found 71 percent of Australians admit to hiding their emotions – a result that drove the campaign, according to Kimberly Clark marketing sector lead of family c

are Dominique Chandler.

“While there’s often a taboo around displaying too much emotion, we know from our research that being open can help us lead happier lives,” she said.

“We want to inspire Australians to Soften Up, experiencing how good it feels for themselves, and for everyone it touches. We’re excited about Barry’s role in the campaign and this new position for the brand.”

The campaign includes radio partnerships and social support.


Creative Credits:

  • Kimberly Clark
  • Dominique Chandler – Marketing Sector Lead, Family Care
  • Mariam Nouel – Senior Brand Manager
  • Lilien Chen – Brand Manager

Agency: J. Walter Thompson Sydney

  • Simon Langley – Executive Creative Director
  • Damien Linklater – Senior Copywriter
  • Chris Searle – Senior Art Director
  • Ellen Fraser – Broadcast Producer
  • Celia Garforth – Senior Planner
  • Milly Hall – Group Account Director
  • Cat Wealleans – Senior Account Director

Production Company: Fiction Film Company

  • Director: Jake Robb
  • Producer: Jackie Fish
  • Director of Photography: Garry Richards
  • Offline Edit: Fiction Film Company
  • Offline Editor: Michael Houlahan
  • Grade/Online Edit: Method Studios, Sydney
  • Colourist: Andrew Clarkson
  • Online Editor: Lee Sandiford
  • Post Producer: Emily Nelson
  • Sound Studio: Nylon Studios
  • Engineer: Simon Lister
  • Studio Producer: Emma Hodge

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