I've just watched it and it reflects clever corporate advertising tapping into the sentimentality of the masses. Very good advertising indeed. Effective in what it did.
Is a welcome for heroes the thing that military personnel need? No. They need a through-life care system that helps them try to put back together the pieces before they drop them all and things really go to crap. They need a military that doesn't think that repeated year-long deployments are a good idea. Amongst other things.