Great copy does more than sell. It inspires us to consider the world differently.

Marketing copy just doesn’t write itself. (Nor do plays, movies, or Netflix shows, but that’s another blog for another day.) But even as a creative with a pretty good deal of writing experience under my belt, sometimes I forget that.

Unlike the two law firm commercials I watched this weekend, European marketers take the time to create and design absolutely gorgeous, epic storytelling ads that not only advertise but often serve to bolster the spirit of the season. I’ve compiled a few of my favorite examples here. So from me to you, Merry Christmas!

Every national Super Bowl commercial. From kickoff to the final whistle. In 3 sentences or less.

Every 2016 Super Bowl commercial, reviewed in 3 sentences or less — here’s what we think of the 2016 offerings.