The question "Kolik by stálo, kdyby se zničily naše kulturní symboly?" (How much would it cost if our cultural symbols were destroyed?) presented with striking visuals.

The ad features a series of cultural symbols, each with a price tag, presented against a bright green background. The symbols include a wooden barrel, a traditional folk costume, a skeleton figurine, a blue patterned tablecloth, an industrial furnace, a wooden beam, a crocodile statue, a fountain, and finally, the St. Vitus Cathedral. The pacing is quick, with each item appearing and disappearing rapidly. The ad ends with the Direct pojišťovna logo and website.