The Citadel commercial is about redefining our ideas of wealth and reminding us about what’s truly important in life. The commercial takes place at a funeral. A eulogy is being delivered by a man who we assume was a business associate of the deceased. The man delivers a eulogy about the deceased’s life, which primarily revolved around acquiring monetary wealth.

The camera tracks past a big picture of the deceased, and various members of the congregation until it comes to rest on a man whose face matches that of the picture: Michael. He turns to the camera and says, “Well, that wasn’t much of a life. Let’s try it again.”

There is a movie projector skip-frame effect, and we’re back to the point we started, with the eulogy. There are multiple such resets until the speaker delivering the eulogy tells the congregation about the deceased’s incredible love for his family and the memories he created with them.