Zalando's ad spot titled 'We will hug again' offers an emotive take on advertising by tapping into one thing consumers collectively miss -- hugging their loved ones.
Avoiding physical contact with loved ones has made the COVID-19 pandemic so much harder to endure, and the hardships only continue as the holidays approach. A hug, kiss, handshake, or embrace with a friend feels like a thing of the past, but Zalando's ad, which was filmed by four different directors throughout the globe, aims to evoke feelings of optimism for the future. The ad serves as a beautifully moving montage of people from all walks of life embracing, as James Blake's 'I will always love you' track plays in the background.
Image Credit: Zalando / Anomaly Berlin
What Makes This Trend Stand Out
- Emotive Advertising
- Creating advertising campaigns that tap into consumers' emotions and offer a sense of hope and optimism amidst challenging times.
- Embracing Human Connection
- Highlighting the importance of physical touch and human connection in a world that has become more isolated, providing opportunities for brands to promote experiences that facilitate genuine connections.
- Global Collaborative Filmmaking
- Harnessing the power of international collaborations to create impactful ad campaigns that resonate with audiences across cultures and borders.
Sectors Adopting This
- Advertising
- Exploring innovative ways to create emotionally charged advertising campaigns that connect with consumers on a deeper level and elicit positive emotions.
- Fashion
- Using fashion as a platform to promote human connection and touch, reimagining how clothing and accessories can enhance the experience of physical interactions.
- Film and Entertainment
- Collaborating with multiple directors from different parts of the world to create visually stunning and emotionally resonant content that transcends cultural boundaries.
