Downy, a fabric softener produced by Procter&Gamble wants you to hug more. It wants to give you a hug, it wants you to give a hug to everyone and everyone to give a hug to everyone else. The brand basically is telling us to stop whatever we’re doing and simply hug. And Downy has a point too. We all love a good hug, don’t we? We feel safe and loved, calm and peaceful. For a few seconds, every worry seems to fade away. Just think about it: you’ve had a rough day at work and you come home and the person you love most holds you. All the stress magically disappears, doesn’t it?
The brand unveiled the ad on Thursday, as part of its #hugmore campaign. Four sets of couples, twin brothers, two sisters, lifelong friends and childhood sweethearts tell their stories on their relationships and at the end they’re all asked to hug. They all explain what they feel when hugging each other and the video ends with Downy asking us to hug more. This ad is great because it touches our hearts, making us emotional while at the same time keeping branding to a minimum. The brand is named in the title “Be More Huggable with Downy”.
“The most enjoyable hugs should linger for about 20 seconds—the amount of time it takes for the bonding chemical oxytocin to be released. Fortunately, fabrics washed in Downy feel soft and smell fresh, making people more huggable. This is because Downy contains scent molecules called perfume micro-capsules (PMCs) that provide long-lasting scent, and softening molecules that deposit on the surface of fabrics to soften clothes—making them touchable, wearable and enjoyable.”
Downy wants you to stop and hug and we think it’s a great idea- with or without the fabric softener itself. What do you think? Will you #hugmore?
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