Several lottery brands have moved away from the advertising clichés this year. Right now, selfish materialistic desires are out of fashion. adam&eve’s Fisherman created a wonderful tear-jerker for the UK’s National Lottery. David & Goliath came up with a brilliant suggestion that made California Lotteries’ Holiday Scratchers foster community.

This lottery ad, though, wears the crown for both emotional appeal and difference. The message of TBAW\Neboko’s spot for the Dutch State Lottery’s New Year’s Eve draw, the message is that some things are even more valuable than winning lots of money.

The ad, which was directed by Martin Werner, is the story of a scruffy little mutt called Frekkel, who is out with his owner when he buys a lottery ticket.

When the owner promises that if he wins the lottery, he will only have beautiful things, Frekkel fears that he will be replaced.

Watch what happens next to get caught up in the power of this commercial:

There is also a behind-the-scenes film that tells the real-life story of Frekkel, whose real name is Pistacio. Both films work hard to give the Dutch State Lottery’s New Year’s Eve draw a purpose [read:appeal] in line with current thinking.