Kohl’s created an ad spot that spotlights human kindness, but just so happens to take place during the global pandemic. That’s the beauty in how this spot connects with people. Sure, the retailer is obviously selling its wares in the ad, but the message is about more than consumerism. It’s about the belief that we can all be better versions of ourselves, if we can just give with all of our heart. The campaign is also a part of a bigger effort where Kohl’s has donated $5 million to more than 100 local nonprofits during the holiday season. It’s easy to see why this Kohl’s has had people all choked up with this effort.

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