American Greetings created this branded content six years ago. And every year, it finds a new audience across social media. Rightly so, because while it may be simple in execution, it is brilliant in concept. And performance.

Of course you can get ahead of the idea; most viewers probably do. But if that last woman’s emotional honesty doesn’t choke you up, you may be the Tin Man.

If you are lucky enough to have a Mom, hopefully you already sent her a card. If not, for god’s sake, get on the phone. You got less than ten hours left.