Is the sign of a brilliant Christmas advert the level of tears it leaves behind?
Because a new festive video by German supermarket Edeka has caused millions of tearducts to break around the world and has gone viral for that very reason.
The advert shows an elderly man receiving the news that his children won't be able to visit him for the holidays year after year. He spends each Christmas Day eating dinner alone.
In a sudden turn of events, the next frame shows his sons and daughter learning of his death. But all is not what it seems...
The advert seems to have resonated with the masses, racking up over 26 million views on YouTube and thousands of comments on social media since it released over the weekend.
One viewer said on Twitter: "Just watched this and now have tears streaming - sad I know - but very guilty of always being too busy."
Another wrote on YouTube: "This is a commercial that goes to your heart and teach us something. Cheerish every single moment with your familly" (sic)
Brits have compared it to this year's John Lewis Christmas advert which seeks to remind consumers of the thousands of elderly who will be spending the Christmas holidays alone.