The thing about "emotional" ads is that the impact really depends on where you are in life. Sure, some ads find a truly universal message, like the loss of a loved one, but the challenge lies in finding moments that won't feel like they've been rehashed over and over.

In a year where we've already seen a litany of (mostly animated, thanks to quarantine) heartstring-tugging holiday ads, the one that's gotten me most weepy is "Inner Child" from McDonald's U.K.

Will it have the same effect on you? That really depends. If you're not a parent, it's doubtful. If you're the parent of a toddler, again, doubtful.

But for me and other parents of kids in the tween/teen range, the spot from Leo Burnett London is a perfect encapsulation of the dread we all feel that our connection with our children is fading as they drift inevitably toward independence. 

As you might expect, though, McDonald's offers a happy ending, which I certainly appreciated. 

Check out the spot for yourself and see what you think. And if that one's not to your liking, we've also got John Lewis and Waitrose's much-anticipated 2020 holiday ad.

Which spot has gotten you a bit misty-eyed this year? Let me know at the email below or at @Griner on Twitter.

David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com

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