Royal Dutch Army, Mayo

A teenage boy walks into the living room holding a jar. His sister (or friend or mother?) is watching TV, and he nonchalantly hands over the jar to her.

She gives it a solid whack on the bottom, twists it open, and hands it back without ever looking up.

The text at the top of the screen reads "Qualified" and "Not qualified" and has two squares next to them. As the boy leaves the room the square next to "Not Qualified" gets filled in. The scene then cuts to military men climbing a rock face with the Royal Dutch Army logo.

This ad could have been positive (literally and figuratively) --and more creative -- if it had focused on the woman and called her qualified, instead of insulting the masculinity of the fellow.

(It's good to know that all it takes to be qualified to join the army is opening a jar!)