Watch what hugs can do

MANILA, Philippines – Why do humans crave affection?

It’s a natural instinct: physical contact makes us feel loved, gives us comfort, and also shows the deepness of our relationships with the people that matter to us.

Relationship roadblocks are usually mended through an apology and a hug. Though it appears to be a simple gesture of affection, it makes a big difference in the way we view and treat the people in our lives. By offering a hug, you are allowing another person in your personal space and welcoming them wholeheartedly into your life.

In Downy’s latest campaign dubbed “Hug It Out,” three short films showcased how hugs can make a difference in the lives of people and their relationships. The first video, a social experiment released last February, followed the story of a mother and daughter who had drifted apart, but are now exploring the possibility of reconciliation. The walls between them collapsed with a simple embrace.

Cannes-winning director Brillante Mendoza lent his cinematic talent to create the second film – a heart wrenching Mother’s Day tribute. The video tackled love and loss as a mourning daughter holds her late mother’s dress. She experiences a surprisingly magical reunion, dramatizing the power of scent to evoke unforgettable memories.

The third video, made especially for Father’s Day, was a playful parody about hardworking, sweaty dads. With all the confidence of One Direction, the stars of this light-hearted music video are enough to make you want to get up and give your own “Pawis King” a well-deserved cuddle.

Visit Downy Philippines on Youtube to watch the three short films from the Downy Hug It Out video series. – Rappler.com