A Quebec tourism ad is making Americans emotional but not for the reason you think

Time Out

9 hours ago

Know anyone in the U.S. who needs a hug?
An ad from the Eastern Townships tourism board offering hugs to Americans visiting Quebec has gone viral, even scoring a celebrity endorsement from an Academy Award winner.
The Eastern Townships, just north of Vermont and a short drive from Boston and New York City, is one of our favourite getaways.
The 'Come Hug It Out' ad campaign, which shows an American tourist approaching the front desk at a hotel.
'Sorry, I don't speak French. I'm just visiting,' he says, before leaning in and adding in a whisper: 'I'm American.'
Without missing a beat, the clerk reaches under the desk and presses a red button — which swings open the counter, allowing her to step out and give him a warm hug.
The lighthearted ad hints at the considerable political tension between Canada and the U.S., and arrives on the heels of a new US travel requirement in addition to the updated U.S. travel rules and safety advisories—plus a travel warning sharing risks and recommended precautions for U.S. citizens travelling to Canada.
The post on Instagram shared the following message:
'What if this summer, we opened our arms wide to warmth, smiles, and genuine moments?
In the Eastern Townships, hospitality isn't something we say — it's something you feel. Come hug it out in the Eastern Townships — Close to you. Far from ordinaire.'
Online, viewers shared comments like: 'This American in Texas would like a Canadian hug, please.'
Even actress Sharon Stone chimed in, leaving the message: "Thanks we need a hug."
In a press release, Isabelle Charlebois, General Director of Tourism Eastern Townships, wrote: 'Our American guests are more than tourists, they're part of our story. This ad campaign is our way of saying: we appreciate you and we can't wait to welcome you again.'