The campaign, devised by TBWA\Manchester, is built around a 40-second commercial that features a variety of people from all walks of life enjoying a hug.
The ad will break in the commercial break on ITV1's 'X-Factor' tomorrow night, which last week drew an average audience of around 7.2m, according to unofficial TV overnight figures.
The full-length TV ad campaign runs until the end of December, and a re-edited 30-second version of the ad will continue to air intermittently until the end of February.
It will be backed by a website, where visitors can send a loved one a virtual hug.