Today's generation of increasingly child-centric parents will smile in recognition at this U.K. spot for the Volkswagen Tiguan, which highlights the lengths they will go to for their kids with a gentle, wry humor. It features a dad who looks increasingly wistful as he misses out on a golf trip to take his daughter to ballet, is marched off to a kid-friendly eaterie, sits watching "The Powerpuff Girls" with his daughter, and misses the goal in a soccer match because his son's in the bathroom. Although he's forced to make way for his (clearly beloved) family in almost every area of his life, the final moments show him getting into his Tiguan, clearing away the kiddie detritus, and finally looking satisfied. The tagline is "No compromise needed."

The spot is by adam&eve/DDB, and directed by James Rouse (a pairing whose work for Harvey Nichols, Sorry I Spent it on Myself, won four Grand Prix at Cannes this year.)