Charity advertising is often excellent, but this ad from Save the Children is both powerful and innovative. Brilliant is probably the wrong word, but for all the right reasons.
Out of London by Shoreditch agency Don't Panic, the creative drives home the plight of kids in Syria via a stream of one second clips.
It's not uplifting, there is no happy ending, but it works.
Last night it had a few hundred views. This morning it had 1.3 million.
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