We love to see good things happen in the world. We don’t do traditional advertising, and pranks tell a great story, positive pranks even more so. It could be the current crummy state of world affairs that is making these videos so popular, with people searching for good news amid the bad and sharing heart-tugging examples with their friends through social media. If we had cast it, we couldn’t have done better than the real people. I think people are responding to it so much because it’s a real story about a beautiful relationship.

WestJet Christmas Miracle: real-time giving