Macy's is following up its poignant holiday anthem film, Lighthouse, with three more TV spots in which the perfect present turns out to be something that, on the face of it, seems "wrong."

The new spots, via BBDO New York, depict situations in which the giver picks the gift for a less-than-obvious reason. For example, in the ad seen here, a little girl picks a bottle of scent for her mom. "You do know it's for a man," says the store employee, but that doesn't deter her. Turns out it's to remind her mom of dad, who's working away from home.

Another ad shows a smart mother who realizes her son needs a reason to go back to the store and exchange his wrong-sized gift with the retail assistant he likes, while a third sees a husband present his wife an unexpected jewelry surprise, just as she's starting to look incredulous at all the time he's spending on the holiday lights for the house. (Watch out for the glimpse of Macy's holiday entertainment fare in this one.)

Sean Meehan at Arts & Sciences directed the ads, which are running on TV and online.