Midwestern retailer Meijer has been giving the John Lewises of the world a run for their money recently with its holiday ads from Chicago agency The Distillery Project. Last year's spot about a sullen teenager summed up the disappointment many were feeling about Christmas in 2020, but this year's spot seems to counter that with a message of hope, renewal and togetherness.

"Someday" has a simple premise; a family planting a fir tree in the backyard and seeing it grow over the years. But it's beautifully done, and the ending brought a tear to our eye. In the first scene, two kids are planting a small fir tree in the front yard with their grandfather. “Grandpa, will this be our Christmas tree?” the little boy asks, to which he gets the reply, “Someday.” In the next few scenes, we see them revisit the tree as teenagers, then young adults, and again the tree isn't ready. Finally, the brother and sister visit the fully grown fir tree as adults, the girl with a husband and child. The tree is ready, but instead of cutting it down, they decorate it outside with ornaments (from Meijer, naturally). You're wondering what happened to Grandpa, but then they turn to the window and wave to him inside. 

“It’s no secret that the holidays last year were a little short on spirit. They forced us to reflect on what’s truly important—the people and the traditions we hold so dear,” said Kristi Neitzel, creative director at The Distillery Project, in a statement. “This spot is really about holding tight to our most wonderful memories together and ensuring they live on for generations to come.” 

The spot was directed by Jamie Rafn of Smuggler. It's running on broadcast TV, streaming video and social media throughout the Midwest, from Thanksgiving until Christmas Day.