DocMorris: Take Care by Jung von Matt

Has a relatively unknown Dutch pharmaceutical company taken the 2020 Christmas ad crown? Well, if Twitter is anything to go by, then DocMorris' moving Christmas spot has stolen people's hearts, racking up over 8 million views since it went live.

Created by Jung von Matt/Saga, 'Take Care' follows an old man, presumably bereaved, who for a reason unbeknown to the viewer or his neighbours, starts training with a heavy kettlebell - a dusty remnant from his more active glory days.

Refusing to let his older body hold him back, the viewer sees the old man endeavour to keep going with this new fitness regime. Is he training for an older gentleman Olympics, or is this some kind of Covid-prevention technique, the viewer ponders.

By the sweet revelation, the viewer is helplessly invested in the old man's story. After arriving at his daughter's house for Christmas, the old man gives his granddaughter a gift - a star to place at the top of the Christmas tree - before picking her up with the same technique he approached the kettlebell, to allow her to put the star at the top of the tree.