How does a functional product make an emotional ad? One way is to dramatise moments when the product plays a small but important part. So here we have a story of a father-daughter relationship over the years, from the Dad’s first sight of his child to his joy at becoming a grandfather. All along the way, the characters peer through glass partitions; look through windows; gaze at stars through telescopes; and so on. What do all these have in common? Glass! And glass needs to be clean. Hence: Windex. It’s a bit of a stretch, you might think, but a 5-Star emotional response suggests the brand earns its credit.