What separates The Salvation Army from all other charities is not what it does, but what it is: an army. This angle presented the opportunity to create a story that takes two seemingly unrelated people - a military woman and a woman in need - and bring them together in a powerful and memorable fashion.

This TV spot helped The Salvation Army increase donations during 2004 while many other charities saw their donations fall. This TV spot alone was given over US $1.3 million in free TV air time.