From the thrilling to the heartfelt, here are our favorites:

Carrie: Telekinetic Coffee Shop Surprise

To promote the remake of the classic horror, Sony pulled this prank in a New York coffee shop. Talk about living out your brand… and scaring the bejeesus out of everyone in its path.

GoPro: Fireman Saves Kitten

GoPro’s usual offering of adrenaline-packed extreme sports videos took a backseat this year to this tear-jerker. You can’t NOT be hopeful about humanity after watching it.

Aid to Children and Adolescents at Risk Foundation (ANAR): Secret Anti-Abuse Message That Only Kids Can See

Pure. Genius. If you’re not yet a believer in the power of marketing for good, watch this. It just might change your mind.

Dove: Real Beauty Sketches

We love Dove. Their “Real Beauty” campaign turns beauty industry marketing on its head, and we commend them for getting real with us.

WestJet: Christmas Surprise Will Make You Believe in Santa

Here’s a warm fuzzy video to round out the list. On top of being a super sweet, magical gesture, we’re still in awe of how seamlessly they pulled off this time-sensitive trick!