Electronics company Elgiganten is out with a new Christmas commercial that goes straight for the feels.
It features a holiday scene where one individual seems to stick out. Clearly uncomfortable in the family setting, the teen fidgets and looks nervous.
When the father stands up and hands his child their present, the mood seems ominous. Then something beautiful happens, the wrapping comes off and a message of love and acceptance is felt.
The company’s slogan, “Lad gaverne tale,” appears on the screen, which translates to “Let the gifts talk.” In an age where it is fashionable to rail against the commercialism of Christmas, this simple ad reminds that sometimes the right present can speak volumes.
Watch the tearjerker commercial below.