# Optimistic Embracing Ad Spots Zalando's 'We Will Hug Again' is a 90 Second Montage of Embraces By Ell Smith | Published 2020-11-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/we-will-hug-again References: [adweek](https://www.adweek.com/creativity/spot-explores-the-power-of-hugs-and-what-we-miss-when-we-cant-be-close-to-one-another/) & [zalando](https://www.zalando.com/) 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 ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 22% | Activity: 74% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### 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. ## Related on Trend Hunter - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Romantic Beer Campaigns](https://www.trendhunter.com/trends/lockdown-love-story.md) - [Hug-Activated Marketing Machines](https://www.trendhunter.com/trends/hug-to-unlock.md) - [Hug-Inspired Olympics Campaigns](https://www.trendhunter.com/trends/cocacolas-summer-olympics-campaign.md) - [Viral Non-AI Christmas Ads](https://www.trendhunter.com/trends/le-mal-aime.md) - [Sentimental Holiday Ad Campaigns](https://www.trendhunter.com/trends/joy-is-made.md) - [Dreamy Dance-Centric Ads](https://www.trendhunter.com/trends/apple-and-spike-jonze.md) - [Emotionally Engaging Holiday Advertisements](https://www.trendhunter.com/trends/the-power-of-wishes.md) - [Meaningful Travel Reunion Ads](https://www.trendhunter.com/trends/must-be-love.md)