2017's most heartwarming Christmas spot

It seems that most families have some sort of holiday tradition. At Brainsights, ours is measuring the most heart-warming spot of the year. In 2015, we had a tie between Sainsbury's Mog's Christmas Calamity and John Lewis' viral sensation Man On The Moon. You probably remember seeing those ads in your social media feed....the John Lewis ad has been viewed almost 30 million times to this day.

While both of 2015's winners were effective at pulling on our heartstrings, social media virality isn't the only thing that determines whether or not a piece of content has the power to move us. Last year's top spot, Alzheimers Research UK's beautiful short film Santa Forgot, was incredibly effective at garnering emotional engagement even though it wasn't as much of a social media sensation.

But, if the past year has taught us anything, it's that our social media feeds aren't always filled with the things that we want. At Brainsights, we love great content and we love sharing it with others. So, in the hope of bringing a smile to your face today, we bring you 2017's most heartwarming holiday spot: Macy's short television ad The Wrong Size.

Screenshot: Macy’s  The Wrong Size

Screenshot: Macy’s The Wrong Size

What makes it a winner?

To determine this year's top holiday spot, we invited 200 people to our offices in Toronto to watch a smathering of holiday content ranging from clips from holiday favourites like ElfHome Alone, and National Lampoon's Christmas Vacation, short made-for-TV ads like M&M's Faint, hilarious agency Christmas cards like Anomaly's Dear Satan, and animated viral sensations like John Lewis' Moz The Monster. Each person wore an EEG brainwave reader that measured their emotional connection to the content they were watching. This measurement, emotional connection, was our main focus in determining the winner.

Compared to all of the other holiday content we screened, The Wrong Size averaged 13% greater than average emotional connection. Although the spot starts off a little bit slow as the premise is initially set up, by 12 seconds in, audience emotional connection is soaring at +60% above average as the parents exchange smirks and it becomes obvious to the audience that the story's main character is in for a surprise.

Screenshot: Macy’s  The Wrong Size

Screenshot: Macy’s The Wrong Size

Moments later, the story reaches its climax when the boy has to return to the store to exchange his gifts and is given another opportunity to talk to his crush. It's during this moment where emotional connection peaks at +81% above average for the audience, leaving them primed to receive the ad's final message: "The perfect gift brings people together.

Screenshot: Macy’s  The Wrong Size

Screenshot: Macy’s The Wrong Size

That final message is the one we'd like to leave you with. This holiday season, whether you're out adventuring or binging your favourite television series, we hope that whatever you're doing brings you together with the ones that you love.