Touched by Tissues

Get Touched... by Kleenex. (Yes, Kleenex).

Rarely one to be moved by advertising, I find myself touched by the new grown-up ad campaign of one of America's oldest brands: Kleenex.

The new "Let it Out" spots feature true-life interviews with real people who share moving snippets of their lives, reminding us that Kleenex is not just there when you're sick. This campaign transmogrifies it from simply a receptacle of snot and into an indispensable tool for social change.

Consequently, Kimberly Clark gets catapulted from staid maker of personal paper products into a catalyst for discussion surrounding important issues such as depression and personal closure.