Etsy is bringing on all of the emotions with its 2020 holiday campaign, Gift Like You Mean It [1], which features a handful of sweet ads highlighting personalized and handmade gifts [2] from the small-business owners who sell products through the online marketplace. In its commercial titled "Nana," a couple grapple with not being able to see their grandkids over the holidays this year [3]. The ad cuts to a Christmas morning video call between the grandmother and her grandchild, who watches her open their gift — a stuffed-animal version of a drawing her grandchild created. "Look, the present's me!" her grandchild announces. "You're supposed to hug it when you can't see us."

Let's just say the grandma's reaction has us reaching for the tissues and adding "shop small" to our holiday to-do lists. See the full ad above.