When face to face with a crying person, most of us don't know how to react. A Kleenex says more than you can because, let's face it, you're awkward.
These YouTube banner ads run next to notoriously sad videos.
Users can send Kleenex emojis to their overdramatic friends from a package available for download.
Kleenex's Twitter gets in on the fun too.
CW: Dean Coots, Sammi Chancey
AD: Keslie Watts