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The Scotch & Soda campaign, filmed in Tel Aviv, celebrates themes of resilience, return, and unapologetic strength.
By Bianca Jones, JFeed
Emily Damari, the British-Israeli woman held hostage by Hamas for 471 days after being abducted from Kfar Aza on October 7, 2023, is the face of a powerful new promotional campaign for Dutch clothing brand Scotch & Soda in Tel Aviv.
In the video advertisement, Damari delivers a defiant message of resilience: “I returned louder.”
She accompanies it with her signature three-finger gesture, symbolizing defiance and survival.
The campaign highlights her return to life after severe injuries, including the loss of two fingers during the initial attack, and prolonged captivity in Hamas tunnels.
Damari’s Story
Abduction and Captivity: Kidnapped from her home on October 7, 2023, Damari was held for over 15 months until her release in January 2025 as part of an early hostage exchange.
Post-Release: Since returning, she has become a prominent advocate, sharing her experiences in interviews, public appearances, and visits to the site of her abduction. She continues to embody strength and recovery.
The Scotch & Soda campaign, filmed in Tel Aviv, celebrates themes of resilience, return, and unapologetic strength.
Social media reactions have been overwhelmingly positive, calling it “powerful” and “inspiring.” facebook.com
Damari’s message of returning “louder” resonates as a symbol of survival and national healing now that all hostages have been brought home.
Absolutely powerful.
Emily Damari, who survived as a hostage in Hamas dungeons in Gaza, features in this promotion for clothing brand Scotch & Soda in Tel Aviv.
Her message: “I returned louder.”pic.twitter.com/nhqUIYPYWk
— Vivid.🇮🇱 (@VividProwess) May 19, 2026
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