Few videos make me tear up. Ok that’s a lie. I’m a pretty heartfelt dude. Honestly though this video ad is one of my favorite examples of a heavy yet inspirational story. The beauty of this one is that the part of it that tugs on your heart the most is the part of the story that is implied…and that’s the piece that gets you every time. In a story, if you allow the unexplained to have some space, textured with the right music, you give the audience a chance to complete that space with their own imagination. By default we always fill in blanks with extreme case scenarios so that our emotions are validated, but for marketing purposes and effectiveness, this makes it personal for everyone.