Parental moments lead to potential heartbreak for Non-Violence Sweden

Scenes of parental doting and unyielding love are all well and good, but when you know a commercial is for a non-profit called The Non-Violence Project, you know that there's going to be a sting in the tail.

Doing an excellent job of pushing all the maternal/paternal buttons, För många. För ofta. För unga. [Too many. Too often. For young people.] from Camp David and agency Social Industries is an exercise in essential manipulation - getting its point across by unsettling the audience.

Ably put together by director Oliver Martin Henriquez and co-director Josefin Lindeberg, this effective piece of communication does a good job of showing the unthinkable.