• by Karlene Lukovitz  @KLmarketdaily, September 6, 2016

Oscar Mayer and agency Olson Engage are undoubtedly generating some tears among moms with a new video that reverses the traditional custom of moms enclosing notes to their kids in back-to-school lunches.

In the new, 1:40-second video (below), dads help kids prepare back-to-school lunches, thank-you notes and even outfits for their moms.

The moms — already feeling a bit sad to see their “babies” head off to school on their own — really choke up when they get back from putting the kids on the bus and read the notes and see the surprises left by the kids. 

In addition to the long-form version on YouTube, a 30-second version will be running on platforms including Facebook and Instagram, as well as in pre-roll on a wide range of digital outlets. The paid media will launch on Sept. 7.