This time of year, corporations big and small populate our TV screens and online streams with commercials eschewing the spirit of the season.
They make us laugh, feel nostalgic or otherwise kindle the spirit of the season -- that Peace on Earth, Goodwill to All thing.
But at their base, the silent message of most is -- "Now that you feel all warm and fuzzy, come buy something from us".
But there's one that seems to take the sentiments of its Christmas commercials to heart.
I've been posting the annual Christmas commercials from Canadian airline Westjet for several years now as they've taken the spirit of giving back to ever greater heights. Granting Christmas wishes to passengers in flight. Bringing gifts to tropical destinations that have never seen snow. And last year providing a Christmas miracle on behalf of each one of their 12,000 employees.
This year was a tough one for the residents of Westjet's home province of Alberta, ravaged by unemployment and devastating forest fires. So they went to the heart of that devastation to bring a little bit of light and hope.
What follows is a reminder that giving back to those most in need is at the heart of Christmas. What follows is the Westjet Christmas ad and the background of two of the families they helped.
Enjoy Your Sunday.