Check this out: Inner voice sends Giant Tiger into Christmas

Giant Tiger is focused on family and highlighting special holiday moments in its latest advertising campaign.

Three 30-second television commercials, part of the retailer's "Inner Voice" brand platform that launched in 2016, centre around mom (and one mom-to-be) and the important people in her life.

In one commercial, for instance, viewers see a mother wrapping gifts for her daughter who is away at college. The mother is delighted when her daughter returns home for a surprise visit.

In another ad that also salutes community volunteers, we see a mother of a young boy relieved to see her firefighter husband return home after a shift.

"Regardless of where you live, or your circumstances these moments resonate. They are a reminder that while thoughtful gift-giving is most certainly a part of the holiday season, the truly important and memorable moments have family at the centre," said Giant Tiger's vice-president of marketing, Karen Sterling, in a press release announcing the holiday campaign.

Two of the three ads end with a "gift carousel" that will be updated each week to highlight the retailer's product assortment.