Just when we thought it didn't get much better than Heathrow Airport's adorable Christmas ad [1], Samsung upped the ante with a tear-jerkingly beautiful commercial [2]. The advertisement, which originally aired in India, follows the journey of a repairman who goes to great lengths to fix a young girl's television. We won't spoil the whole plot, but we can't help but share the final touching quote of the clip: "At times, one must go further for the sake of relationships." We applaud the company for finding such a touching way to advertise its dedication to customer service.

Watch the video above, and you'll instantly understand why it has garnered more than 38 million views in just a few weeks. But be warned — tears are likely.