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The Salvation Army received a major holiday donation during Sunday Night Football: Cowboys running back Ezekiel Elliott. And naturally, the moment became a meme.

During the primetime game between the Dallas Cowboys and Tampa Bay Buccaneers, Elliott scored a touchdown and literally launched into an unorthodox celebration — diving into the enormous Salvation Army kettle.

The celebration was deemed excessive, and the game's referees penalized the Cowboys 15 yards on the subsequent kickoff. However, everyone else watching the game didn't seem to mind. In fact, the act was hailed as a welcome contribution. 

In case there was any remaining doubt over Elliott's conduct, the Salvation Army itself made its stance very clear.

And despite the serious mission the Salvation Army represents, the humor of the situation was not lost on the evening.

Ezekiel Elliott Source: SportsDay Dallas
Ezekiel Elliott  SportsDay Dallas
Salvation Army & NFL Commissioner Roger Goodell Source: SportsDay Dallas
Salvation Army & NFL Commissioner Roger Goodell  SportsDay Dallas

The NFL is notorious for unnecessarily fining players for silly offenses, but it seems like the league noticed the outpour of support for Elliott. On Monday morning, news broke of the NFL's decision not to fine Elliott, after all.

Happy holidays, indeed.