Americans are 'crying' after this wholesome Canadian tourism ad went viral
"This isn't just a tourism campaign, it's a love letter."
A Canadian tourism ad.
While Canada–U.S. relations have been a little tense lately, a viral Canadian tourism ad is reminding everyone why we're the polite ones in this friendship.
In early June, Tourisme Cantons-de-l'Est released a tourism video promoting Quebec's Eastern Townships — and it was directed squarely at Americans.
The 30-second video, titled Come Hug It Out in the Eastern Townships, has racked up over 2 million views on YouTube, and its wholesomeness has Americans "crying."
- YouTube www.youtube.com
The ad depicts a traveller checking into a Quebec hotel. When the concierge learns the visitor is American, she immediately pushes a red button, causing the desk to open, and throws her arms around him in a welcoming embrace.
"Come hug it out in the Eastern Townships," the ad concludes.
According to a press release from Tourism Eastern Townships, the video is in response to the noticeable decline in travel from the United States to Quebec, likely tied to trade tensions between the two countries.
According to CBC, about 1.4 million Americans travelled to Canada by car this June — down from roughly 1.56 million during the same month last year. It seems the feeling is mutual, with Canadian road trips to the U.S. also dropping by 10.4% in June.
Created with Montréal-based agency La Bande, the ad aired across New England and New York, reminding Americans that "we welcome you with open arms."
"This isn't just a tourism campaign, it's a love letter," says Karine Guilbault, Marketing Director. "We want our neighbours to the south to feel welcome on a truly emotional level. The Townships are close, safe, and feel familiar with just enough 'abroad' to make it magical."
So, how are Americans responding?
Users across social media have been chiming in, many getting emotional over Canada's maple syrup-level sweetness.
"Why am I crying? I feel so seen," one person commented on Instagram.
"This makes me wanna visit Canada. Where is my HUG," another user said.
"We are so lucky you're still willing to hug us! J'adore les cantons et les Québécois," someone else wrote on the video.
Things may be rocky between Canada and the U.S. right now, but Quebec's Eastern Townships has a clear message for its southern neighbours: "Whether you're ordering a poutine or hiking to the summit of a mountain, we're glad to have you."