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Kleenex ‘Lets It Out’ at the Movies

Kleenex launched a campaign on Jan. 1 that hopes to touch the hearts of its viewers.

The campaign, running in movie theaters and on national TV, show individuals telling stories that end, sometimes, in tears, writes MediaPost. Of course, a box of Kleenex is ready to wipe those tears away.

JWT created the 60-second spots for the Let It Out campaign. The campaign is running in the U.S. and the U.K. Interested viewers can go to LetItOut.com to view more stories of people who are “letting it out.”

“Why do people keep things bottled up inside? It makes no sense. Nothing good comes from that. With that in mind, we invite and encourage you to let it out….    Because you’ll feel better. How do we know? Because we recently went across America and watched all kinds of people let out all kinds of stuff. Some of those moments ended up on TV.
Others are right here for your viewing pleasure,” goes the slightly awkward website copy.

While there is no outlet for visitors to actually “let it out” on the site, they are encouraged to watch some of the videos and, presumably, cry along with the person sharing the story.