The Paper and Packaging Board Creates A TV Advertisement, And It's Great!

The Paper and Packaging Board is an association I never expected to see an advertisement from, let alone get me to stop and notice it.  However, that's exactly what its "Letters to dad" advertisement recently did around the campaign theme of "how life unfold".  The advertisement was created back in 2015, although I only saw it for the first time this past weekend.  Take a look...

There is no doubt that the advertisement grabs your attention and pulls at your heart string, in this way its a great commercial. One could argue that despite the advertisement being memorable, it fails to drive strong brand recall.  But in this case the Paper and Packaging Board isn't trying to make a branding play or even convince anybody to make a specific purchase, but rather remind consumers that there is still an important role for personalize, physical communication in an increasingly digital world.