Moncler is best known for selling puffer jackets meant to keep you warm throughout the colder months. But for its autumn campaign, the Italian brand embraced a less literal interpretation of the word.

Titled “Warmer Together,” the ads stars longtime friends and repeat co-stars Robert De Niro and Al Pacino. The duo wear Moncler’s signature jackets, sitting side-by-side on a New York City rooftop and on a stage. In a few shots, they even hold hands. The taglines showcase the meaning behind the campaign’s title, including “warmth comes from the walks and the talks,” and “warmth was never about the outside.”

By fashion advertising standards, the campaign was relatively simple: Black and white photos, two Hollywood legends and an emotionally resonant concept. But with consumers, it was a big hit. On Moncler’s Instagram, a photo of the pair sitting side-by-side notched over 289,000 likes, driving eight times more impact than the brand’s typical posts on the platform this year, according to brand performance platform Launchmetrics. The comments were also effusive, with one reading “The best campaign in the history of campaigns! Genius and heartfelt.”

In its first 48 hours, the campaign generated $4.2 million in media impact value, and its announcement post was its top-performing owned media placement this year; its autumn campaign last year, which featured French actor Arnaud Binard and his daughter Maya Rose in Paris, didn’t make a comparable impact, according to Launchmetrics.

“When you see Pacino and De Niro genuinely enjoying each other’s company after half a century, you’re reminded of the joy of lifelong friendships,” said Allen Adamson, co-founder of marketing agency Metaforce, in an email. “It brings a smile to your face, which gets connected to the brand.”

Fashion, and particularly luxury, is a business built on getting people to feel something. Striking an emotional chord not only captures consumer attention, but can build affinity that lasts long after a campaign has run its course. In seeking to stir emotion in shoppers, however, brands usually focus on shock and awe, not provoking joy.

The success of Moncler’s Pacino and De Niro ads prove that it’s a missed opportunity. Fashion can provide an escape from the heaviness felt in the world today. In centring a theme everyone can connect with — friendship — campaigns like Moncler’s take consumers out of the stress of the day-to-day, remind you what’s important and create a positive association with the brand in doing so. Bottega Veneta’s “Craft is Our Language” campaign, which was released in May, stirred a similar response with another concept rooted in humanity, focusing on a series of artists talking about the importance of human touch. Awar Odhiang’s closing walk for Mattieu Blazy’s debut runway show for Chanel, which saw her traipse across the Grand Palais with her arms outstretched, a wide smile on her face, also won praise on social media.

Even if brands focus on a straightforward message, they can surprise consumers in other ways. De Niro and Pacino, while icons in their own right, have rarely participated in fashion campaigns, save for one each with Zegna and Saint Laurent, respectively — and have never done so together. Many luxury campaigns today star the same of-the-moment names over and over, like Bella Hadid to Kaia Gerber. Choosing campaign stars that are out of the ordinary, but still known and respected, is a way for a brand to set itself apart without leaning on cheap attention grabs.

In fashion marketers’ never-ending journey to stand out, they should remember that sometimes, the most powerful thing they can do is just make shoppers smile.

“The best brand stories don’t require a decoder ring,” said Adamson. “Two legends, one iconic friendship, zero gimmicks. In an era of overly produced campaigns, Moncler understands the power of classic simplicity.”