Kruger Products is exploring new depths with its “Unapologetically Human” platform, through a new campaign that’s all about love.

With “Love is Messy,” the paper product manufacturer – which owns the Cashmere, Purex, Scotties and SpongeTowels brands – is seizing on yet another opportunity to “spotlight the messy, important moments that make us all human,” says Susan Irving, the company’s CMO.

In the context of romance, this includes everything: the fleeting moments of first love between teens, messy games of spin the bottle in youth, breakups, make-ups, marriage, childbirth and everything else that might happen over the course of a relationship. Such scenes play out through a two-minute hero film shared online (with shorter cutdowns for other channels).

“We wanted to be real about love in all its forms, from the toughness of heartbreak and thrill of first love to the softness and strength of enduring relationships,” explains Irving. “We recognize that while life can be messy, love can be messier.”

“The whole campaign is about vulnerability, and nothing in the human experience is more vulnerable and messier than love,” adds Denise Rossetto, partner and chief creative officer at Broken Heart Love Affair (BHLA), which developed the campaign with Kruger. “The first campaign set up  what the brand stands for, and we’ve branched out with the second campaign to go deeper into what it means to be human.”

Kruger’s brands are subtly woven into the narrative of the spot, from paper-towel notes to phone numbers scribbled on napkins to the obvious use of facial tissues to dab away tears. The message is clear: “Our paper products serve as steadfast companions throughout the spectrum of human emotions, supporting individuals in moments of passion, sadness and joy,” says Irving.

“Very few brands are still willing to tell the truth of life. They want to manufacture a version of life with a sense that everyone is happy and that everything is okay,” says Jay Chaney, partner and chief strategy officer at BHLA. “That may be true, but it also may not.”

The campaign launches today with a 60-second hero spot that features all of Kruger’s paper product brands, which is followed by a series of more brand-specific ads, airing across national and connective TV, OLV and social. Wavemaker Canada handled the media and North Strategic handled the PR.