'Buddy the Elf' is challenging Bostonians to street pillow fights, and it's sheer delight.

Pillow fights on the streets of America? It's 2018, so why not.

Imagine walking down the street and having a man dressed as an elf toss you a pillow, while holding his own pillow in a fighting stance. What do you do?

You pillow fight, of course!

Thanks to fun-loving firefighter Brendan Edwards, the people of Boston are being challenged to pillow fights in the streets. Edwards, dressed as Will Ferrell's lovable character Buddy from the movie "Elf," tosses a pillow to passersby in the hopes that they'll engage in a friendly, fluffy duel—and people are loving it.

Video of the pillow fights have gone massively viral.

Edwards and his younger brothers, Ryan and Devin, decided they wanted to make a Christmas-themed video. They make videos together occasionally and upload them to Facebook, she says. Edwards already had the Buddy the Elf costume, and the idea to start pillow fights came up in the brothers' brainstorming, so they went with it.

"At first our goal was to make the video for our friends and family on Facebook," says Edwards, "but as the first day went on, we began to see the positive impact we were making and we started doing it to capture the joy these strangers were getting out of hitting an elf with a pillow."

The first video garnered 45 million views in a matter of days across various outlets, and Edwards joy-spreading fights have been picked up by news and media channels across the nation.

The old lady handing offer her water bottle all hold-my-earrings-like is the best part:

Edwards and company are using their viral fame to raise money for the Make-a-Wish foundation.

The pillow fights have truly become a family affair. Edwards' girlfriend, Hayley O'Loughlin, has now joined him in his surprise pillow street fight matches. She plays the role of Jovie—Zoey Deschanel's character from "Elf" who's Buddy's love interest.

Seriously, could they be any cuter?

[rebelmouse-image 19397722 dam="1" original_size="768x960" caption="Photo via Brendan Edwards/Facebook." expand=1]Photo via Brendan Edwards/Facebook.

In follow-up video, "Buddy" calls for "back-up," and "Jovie"—dressed in a pink and red elf costume—comes to the rescue. And this time around, Edwards is inviting viewers to donate to charity.

"While uploading the second video I noticed there was an option to add a 'Donation Button," says Edwards. "I considered the reach we made with the first video and the number of people that left such positive comments and thought, 'Well maybe I can give back somehow.' So I chose my favorite charity Make-A-Wish and hit upload."

Keep on spreading that childlike joy and cheer, Buddy. Goodness knows we can all use some.