Toys "R" Us is making a heartwarming addition to the Christmas ad file.
The new commercial, from BBDO Atlanta, opens with sweet footage of a father and his young son preparing for the holidays—making a gingerbread house, prepping for the school play, visiting Santa at the mall, and so forth.
But before long, you might start to wonder: Is someone missing?
By the time the answer rolls around, it feels poignant, if a touch predictable: The mother is military, and was stationed away from home.
The returning-hero payoff has been done elsewhere, and particularly well lately, which makes it more familiar here.