Winning Combination - Our Troops, kids and the holidays

Ran across an ad on FB which jumps you to a simple, but sweet video promoting a new program being offered by Sears and a bunch of other big retailers around the country.  The concept - buy something for the family of a solider who is serving overseas.  The ad shows a child playing by the sea, but the voice over tells you a captivating story that's hard to ignore.  You get a glimpse of a soldier, but only a glimpse.  What makes it work?  Simplicity, a good script and voice over, and sweet visuals.  It's simple elegance... not what I would expect from Sears.     Sears Troops Ad.