This beautifully told spot for Kleenex set to a cover of Bob Marley's "Three little birds," shows mom dropping off her son on the first day of school only to be overcome with tears. Helpful son comes back to had her a pack of Kleenex. Then the voiceover comes in. "You expected tears at drop off. You didn't expect them to be yours."
I'm wondering if the copywriter has kids. Because I saw parents crying all the time when they dropped their kids off. That's pretty much par for the course on their first day of school. They just do what the mom in the spot does and turn around and hurry away before it's too obvious.
All that aside, the voice over was also completely unnecessary. "For whatever happens next, grab Kleenex" could have been an elegant super. I wish more spots would just allow the viewer to enjoy the moment.
The beauty of this spot though is that it will work perfectly well as a :30 cutdown. A :15 would be pushing it since you want the scenes to play out a bit, so hopefully that isn't part of the media.
Client; Kleenex
Agency: FCB
Kleenex Packaging Design: Turner Duckworth
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You're right that the VO could have been an elegant super. That's a good line, I hope they use it in print too. I like the casting, the kid looks genuinely half-nerves/half-exited on the bus.
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