Honestly...I haven't seen anything from either of them that really got me, but Kroger has been hitting us with heartwarming tearjerkers for 2 years in a row now. This year's says 30, so it's possible I missed the earlier ones...or they didn't hit quite like these have.
This was last year's.
This year's.
Beyond that, the Capital One commercial with John Travolta as Saturday Night Fever Santa that started airing last year is another fave of mine.