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Parents

Emotional Windex ad about a father watching daughter grow up has us weeping

Windex better also be able to clean up tears, because we're going to need it after the company's latest ad.

The ad, entitled, "The Story of Lucy" follows the saga of a boat pilot who has to navigate the demands of his job with his desire to be there for his daughter. Viewers see that story unfold from the maternity ward through the girl's first steps and early birthdays, to college graduation, marriage and a baby of her own.

And throughout the commercial, the heartstrings are tugged by the soundtrack: a tear-jerking piano ballad, "Beautiful Thing," from 13-year-old “America’s Got Talent” winner Grace VanderWaal.

The success of the ad — which had been viewed more than 2.5 million times on Facebook, and another 763,000 times on YouTube by Friday morning — is at least partly attributable to it's subtlety. There isn't a bottle of Windex visible in the entire ad; only clean windows and mirrors.

"The three-minute film recounts that old tale about a dad witnessing the miracle of birth and watching his daughter grow up," wrote an analyst for Adweek. "But while brands like Subaru have plowed that field for all it's worth, this heartstring-pulling rendition marks a departure from the tired product-attribute focus that plagues Windex’s sector."

Windex/Facebook
Windex Ad. What's between us, connects us. Give Life a Sparkle.

If you need us, we'll be weeping at our desks and watching this on repeat.

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