An absorbing drama

We cry, we bleed, we poop; we produce snot and squirt cream at each other and generally require a good deal of absorbent materials to wipe up the chaos of liquid emissions that we create.  

Helmed by award-winning Canadian director Mark Zibert, through Scouts Honour, the film Unapologetically Human, moves from tears of sorrow to tears of joy as it displays a range of emotions and meaningful events that require the use of paper towels and TP. It's the first campaign out of Broken Heart Love Affair, the supergroup of Canadian ad agencies that launched back in March.

The English-language version of the spot is set to the track, Human by British recording artist Rag ‘n Bone Man.  

“The brief was simple and strong," says Zibert, "with words like ‘raw’ and ‘unapologetic’ making it easy to get behind the idea and leaving room for interpretation and collaboration. 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.”