Hostage Survivor Emily Damari Features in Scotch & Soda Campaign in Tel Aviv: “I Returned Louder”
Freed hostage Emily Damari stars in a powerful new Scotch & Soda campaign, delivering a defiant message of resilience after 471 days in Hamas captivity.
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
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.