Black Rifle Coffee released a new ad this week in honor of Memorial Day, a national holiday created to honor fallen U.S. troops who died defending America.
The company partnered with the Special Operations Warrior Foundation for the upcoming holiday with an ad highlighting an emotionally captivating scene featuring a father and his young daughter visiting the grave of her deceased mother and his deceased wife, a U.S. military veteran.
The newly released ad starts out with a man driving a truck through a rural area with his presumed young daughter, who is holding onto a kid-style color drawing of a family.
The truck eventually stops in a field where the father and daughter then walk towards a cross headstone. The little girl kneels in front of the grave to show her drawing to the headstone, which belongs to the young girl’s mother and the man’s wife.
The deceased woman’s name is revealed to be Sgt. Kelly Strickland, which is emblazoned on a bracelet worn by her husband. The scene then cuts to a flashback of Sgt. Strickland being filmed by her husband holding the young daughter as an infant.
The ad ends as the words “Never Forget” appear on screen.
“For those who gave all, we will never forget. Memorial Day serves as a poignant reminder of the immeasurable debt we owe to those who made the ultimate sacrifice in service to our nation,” Black Rifle Coffee’s website states. “It is a day when we should all pause to reflect on the freedoms we enjoy, the opportunities we pursue, and the peace we cherish.”
The coffee company encouraged fans to donate to the Special Operations Warrior Foundation, with proceeds offering “educational support to the surviving children of Special Forces personnel lost in the line of duty, as well as the children of all Medal of Honor recipients.”