They did it again.

Hallmark has done it, again. Commercial that made me cry, again. This year’s holiday spot for their recordable storybooks. No cliche grandparents reading to kiddies. Nope, this time they went for a more contemporary, in-the-moment context that would break your heart — “Active Duty” serviceman (Dad.) Talk about a “Merry Christmas!” gift. These books must be flying off the shelves and winging their way overseas in the droves.

I know they have a strong emotional benefit to sell. But for me, they once again wailed it out of the park for a GWH W.T.F. (Winner, Toss-Up or Flop) Award WINNER! (And I sincerely do hope that thousands of our Active Duty moms and dads, aunts, uncles, brothers and sisters are being read to this holiday season by a loved one at home.)

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