There is an unspoken list of requirements for blockbuster holiday ads: Adorable children, a tender piano score, a moment of crystallizing melancholy and maybe a cute dog.
It all builds to a heart-bursting crescendo of emotions that leaves you sobbing like a baby no matter how many times you’ve told yourself to stop crying at TV commercials.
The marquee ads for 2016 are no different. And at a time when the world seems so divided, some of the biggest brands have gone with the most traditional of holiday messages: Togetherness.
Go somewhere safe and dark where no one will judge you, watch and let the tears roll.
Apple shelved their slick minimalist aesthetics and celebrity cameos for a cinematic spot starring, of all people, Frankenstein’s monster. The ending card sends the message home: “Open your heart to everyone.”
Some say Amazon’s getting a little political with their latest offering, which features a priest and imam laughing over their shared struggles. Regardless of any controversy, weepy viewers have been praising the ad on social media. “It is the America I want to live in,” one person wrote.
In this piece of weaponized wistfulness, Macy’s wields their most iconic holiday institution to go straight for the jugular. The Santa balloon at the Macy’s Thanksgiving Day Parade breaks loose to be reunited with an old friend. Mercy!