Not all commercials have to be long to get a message across.
This year's Gouden Loeki winner, awarded to the top Dutch commercial from the past 12 months, is just more than half a minute long and involves the delicate subject of a soldier fighting for his life and his adorable veteran dog.
The Royal Dutch Guide Dog Foundation's commercial depicts the soldier lying on the ground, helpless, in a war-ravaged country. Gunfire and screams can be heard in the background before the soldier wakes up from the nightmare to his dog licking his face and turning on the lamp next to the bed.
"We train dogs to guide people with a trauma out of a nightmare," the narrator of the ad says. "Because we not only help people who cannot see, but also those who have seen too much."
