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This Retailer’s Sweet Ad Perfectly Captures the Emotions of a Child Moving Away From Home

The campaign shows a more human side to a typically utilitarian brand

This Retailer’s Sweet Ad Perfectly Captures the Emotions of a Child Moving Away From Home — Boulanger follows a young woman whose dad helps her get settled into her first apartment.TBWA\Paris

By Brittaney Kiefer

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September is back to school season—a period when many young people are leaving home for the first time. French home appliances retailer Boulanger brings to life one such emotional moment in a family, to show a more human side to its typically utilitarian brand.

Created by TBWA\Paris, the heartwarming ad follows a young woman moving into her first apartment. Her dad is there to help her with every step, from carrying in heavy furniture to making small repairs.

At the end, as he finally leaves her on her own, she reassures him: “Dad, it’s gonna be fine”—a moment designed to pull at the heartstrings of any parent or grown child.

In the background of this transition is a Boulanger employee, who delivers a new refrigerator to the young woman.

Brittaney Kiefer

Brittaney is Adweek's European creativity editor.

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