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Downy, the Procter & Gamble fabric softener, wants to give you a hug. It wants to give everyone a hug. It wants everyone to give everyone else a hug.
So, stop what you're doing and hug!
The brand on Thursday unveiled the four-minute video below, part of a campaign themed #hugmore. It features four sets of couples: twin brothers, two sisters, lifelong friends and childhood sweethearts. We hear heartfelt stories of their relationships, and at the end, the interviewer—Lisa Haisha, described in a statement as a "spiritual teacher and motivational speaker"—asks them to hug.
The long embraces are coupled with the people explaining how the hugs made them feel, and the video closes with Downy's reminder to hug more.
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