Modernization has brought the global community more intertwined into the digital world. And this closure becomes far more intertwined during the 2020 COVID-19 pandemic. Now, large-scale consumption activities will primarily occur in the digital industry. This paper will analyze the #JalanBersama (lit. #WalkTogether) commercial advertisement discourse from Traveloka when responding to the COVID-19 pandemic in early 2020, and to understand the meaning of the ad. This research utilizes the critical discourse analysis method from Theo van Leeuwen's perspective with the theory of inclusion and exclusion through a qualitative approach to see implicit messages as an effort to raise awareness of the Indonesian people during the pandemic and to understand the existence of consumptive and sublimation messages in a Traveloka commercial ad titled #JalanBersama on the YouTube channel. The presence of new media must have a significant role in building healthy souls so that society can move to build the nation and always have a positive outlook on rising together during the pandemic situation. The results of this study have found sublimation messages about the importance of maintaining health during the COVID-19 pandemic and emphasizing a consumptive culture rather than maintaining the health of society.