As far as emotional Christmas adverts go, this one by German supermarket Edeka has topped our list. The clip, which is almost two minutes in length, is an absolute tear-jerker and left more than one of our writers weeping.
The advert focuses on the theme of loneliness among the elderly – a subject that other giant retailers including John Lewis have built their ads on.
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But this one goes beyond expectations.
A lonely granddad spends Christmas alone each year
Featuring a lonely grandfather, the advert shows him receiving calls from his family, who repeatedly make excuses not to visit him at Christmas.
"We can't make it for Christmas this year, we'll try again next year," says the daughter. "It'll work out, I promise. Merry Christmas, Daddy."
As the years go by the lonely granddad spends the festive season alone, eating one Christmas lunch after another at his dinner table.
And then one year, it's too late.
One year it's too late and his family are told some tragic news
His devastated family who live all around the world are told the grave news about their dad, and immediately fly back home. Wearing black and wiping tears from their eyes, they visit their dad's home to say one last goodbye.
And then something remarkable happens.
"Time to come home" is the message of the advert
The advert has, unsurprisingly, left viewers divided. While it chooses to highlight the issue that, for some, Christmas is a very lonely time, it does so in a controversial way.
What do you think of the Christmas advert? Leave your comments below.