The feel-good video of the season, from those generous blue elves at WestJet

Many will remember the great WestJet Christmas video from last year, wherein the Canadian airline gave unsuspecting passengers some pretty extravagant gifts.

Well, they’ve outdone themselves this year with another blockbuster video—and it is an instant classic. Break out the Kleenex for this one.

I can’t imagine what this costs the company, but for all it gains in goodwill and in corporate branding, this sort of annual promotion is priceless—and really, just plain good. 

Watch below, as needy families in the Dominican Republic experience a Christmas they’ll never forget.