The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.
WestJet is by all accounts a wonderful airline, run in a light and care-free manner by like-minded employees. And the "Christmas Miracle" viral smash hit is just that. Imploring us to watch a marketing video so that a needy family can fly somewhere is great marketing but is it any kind of building block for a great society?