John Lewis's Christmas ad of 2011, The Long Wait, was all about a kid who couldn't wait to give someone else a gift at Christmas. Now, Walmart takes that same sentiment -- that kids enjoying giving as much as getting -- and turns it into a "social experiment."
As part of the campaign, by Saatchi New York, this video shows how the retailer let a bunch of kids pick out a toy from its shelves and decide whether or not they would choose to keep it or give it to a child less fortunate than themselves. An overwhelming 80% chose the former. (We don't, alas, get to see the ones who wanted to keep the toys -- but hey, that would be mean.).
The video is sweetly filmed, with some authentic comments from the kids that stops it from being too schmaltzy. It's been promoted on social media so that parents can film videos of their own kids saying whether they'd rather give or get, and post them with the hashtag #fillthetruck.