Feel Good - Kleenex | Clapboard Ad Archive

Feel Good by Kleenex, launched in Israel in Year 2011 by agency smoyz, is a digital campaign that leverages the universal discomfort of winter illness to showcase Kleenex’s core promise of comfort within the household products category. The work lands with immediate relevance during the holiday season, trading on the authentic and relatable need for empathy when people are feeling under the weather—a moment when the Kleenex brand has built its household equity for decades. Smoyz’s creative execution, framed around the everyday reality of sickness, dispenses with flourish and focuses instead on real moments of care, depicting how a simple, uplifting gesture powered by Kleenex tissues can transform the mood and well-being of individuals. The campaign’s spine is what Clapboard’s taxonomy would classify as FORMAT#2—Show the Problem, a direct communication approach that first illustrates the problem (everyday illness and low spirits) before pointing cleanly to the brand’s role in offering immediate, tangible relief. By rooting its concept in a situation everyone recognizes, Kleenex asserts its promise not through abstraction or narrative arc but through the concrete visibility of its product serving an emotional need, positioning itself as a dependable companion in the home and garden space when comfort is most required. The digital-only campaign harnessed the reach and intimacy of the medium to surface the emotional power of small acts of care—its single media asset drove strong resonance, earning more than 100,000 views and validating the brand’s focus on genuine connection and warmth. Without relying on celebrities or elaborate production, smoyz lets the utility and emotional value of Kleenex take center stage, reinforcing brand preference and loyalty at a seasonal inflection point when household wellness sits top-of-mind. Clapboard rates this 60/100. For an industry saturated with grand gestures, this campaign demonstrates the enduring value of solving a simple, relevant problem in a way that puts the consumer's well-being at the heart of household brand storytelling.