The latest tear-jerking (and slightly dark) Christmas ad to hit social media is from German supermarket giant Edeka.
Like John Lewis's Man on the Moon ad from earlier this month, the clip highlights loneliness and the elderly around Christmas time.
There’s quite an emotional build-up. Viewers see an elderly man receive a disappointing conference call from his daughter and grand-daughter as they explain they cannot make it for Christmas.
Then the video features a brief montage of lonely eating as at least three sad Christmas dinners go by without a visit.
In the next scene, his three adult children can be seen separately finding out that their father has passed away - they rush home for the funeral.
The siblings and their families arrive to the old man’s house to find a nicely-set dining table fit for a big family dinner.
It’s gasps all-round when their father - alive and kicking - emerges from the kitchen and enters the dining room. He explains himself quietly: “How else could I have brought you all together?”
The ad has been largely praised online with many calling it an “emotional” and important message to be remembered during the festive season. Others have understandably questioned the tactics of the grandfather.
What do you think of the Edeka Christmas ad? Let us know @irishtimes