Ads seldom haunt. But this one does. In a good way. This three-minute-plus mini video – it feels wrong to call it a commercial – takes us back to Christmas Eve 1914.

We feel the hard-packed earth of WWI trenches. Sense cold soldiers yearning for home. Memories seem to float in the air like the slow falling snow. And when the German and the British soldiers hear each other singing “Silent Night,” a young soldier, hesitates, then crawls out, arms up, offering friendship. You barely breathe, hoping his bravery doesn’t end in death.

Old timers know this spirit-lifting, commonsense-defying story. Others will be reminded. And a younger generation will learn.

It’s common for companies – particularly aviation companies – to weave in tributes to servicemen and women at the holidays. Few will be able to do it so well. But we can learn by Sainsbury’s example. Keep it…

• … real. When you have a great story, don’t embellish. Let it tell itself.
• … simple. This spot works because it focuses on the very human act of sharing.
• … timeless. This ad looks back, yet manages to make us look forward.
• … meaningful. Proceeds from Sainsbury chocolate sales go to the Royal British Legion.

Aviation is an industry full of heroes. Marketers would be wise to tell their stories respectfully and truthfully. Elevating not just brands, but humankind.

You’ve read the stats: 26,000-plus attendees, 1,100 exhibitors, 100-aircraft-strong static display. But it was the vibe that sent us home happy. Attendees celebrated the industry, honoring heroes who paved the way and trailblazers who continue to push us forward. Standing-room-only opening sessions included frank talk and we’re-all-in-this-together energy. Announcements not just on press day but throughout the show communicated an industry gaining momentum. Our images cannot capture the depth and breadth of what happened in Orlando. But they should give you a mighty good feel. And a very good feeling.