The Chinese community in Canada strongly believes in tight family bonds with family and close friends.  However, as per cultural custom, it is very rare for them to express this physically in public and even rarer to say the words “I love you”. 

The creative idea of this 3 ad campaign for Scotties Tissue leverages this underlying tension of knowing and feeling you love someone and not being able to express it.  We wanted Scotties to be the brand that could bridge the gap and help express one’s love. 

Using three films with three entirely different stories across a range of consumer situations and generations, we are able to demonstrate the versatility of the Scotties.  Each of the commercials ends with the tag ‘Love, Scotties’ which is loaded with the double meaning of enabling love as well being a brand you could love.