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Journalism of Courage
What if the only way to get your kids to come down to meet you was to play dead?
At a time when the world is passing by in a blur, family — though always on your mind — sometimes may not be physically present together. This is the core sentiment of a new ad released by German supermarket chain EDEKA, which is a strong contender for Saddest Ad of the Year, for sure.
With Christmas right around the corner, it’s time for families in the Western hemisphere to come together over a great meal and a good laugh — much like Diwali in India — but for ever-busy kids, going back home together may not always strike as an option, though the intent is there.
The ad starts with an old gentleman receiving messages from his children that they won’t be able to come and meet him for Christmas, year after year. He ends up eating all his Christmas meals alone. In a final bait to have a “proper family meal”, he sends out missives about his death to all his kids.
What happens next will pierce through your heart and leave in you in tears.
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