Spot Explores the Power of Hugs, and What We Miss When We Can't Be Close To One Another

Emotive ad for European fashion and lifestyle retailer Zalando, by Anomaly Berlin, features 90 seconds of people embracing

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LONDON—The distance everyone’s had to create between themselves and their loved ones, thanks to Covid-19, is one major aspect that has made this year so tough.

For several months, particularly in Europe where social distancing is strongly encouraged, the pandemic has prevented people from having any physical contact with people outside of their homes.

That means no hand shakes, no fist bumps, no greeting kisses, and, perhaps most difficult of all—no hugs: not with parents, siblings, grandparents, friends, or anybody outside of your household.

Tapping into Europe’s longing for hugs, online retailer Zalando has created a 90 second holiday season ad that is essentially a beautiful montage of people embracing.



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