Facing a giant flight of stairs, a baggage-laden elderly woman asks viewers to feel her "helplessness." Then a young man comes to her aid.
It's an Israeli ad for Yes satellite TV, which promises a range of emotions if you subscribe.
But this spot from McCann Erickson in Tel Aviv has a little something up its sleeve.
Watch above to see what "gratitude" will get you.
(Hat tip, Ads of the World )