Sometimes, power lies in simplicity of analogy. This ad from Grey Düsseldorf wants us to know that every three seconds a child dies from hunger, disease or from drinking contaminated water.

To commemorate the 20th of November's Universal Children's Day, The Wuppertaler Kurrende Boy's Choir performed Gary Jule's Mad World live in front of an unsuspecting audience who watched as the kids left the stage one after the other until there was just one, who delivered the "your donation can help," speech at the end.

Funny how in this context it felt quite authentic. The song is already a downer so its a great choice, but watching the kids leave the stage as they sing: "I find it kind of funny, I find it hard to take, the dreams in which I'm dying are the best I've ever had," is particularly powerful.

Really nice job, guys.

Brand: International Children's Fund Title: Lost Choir Agency: Grey Worldwide Düsseldprf, Germany. CCO: Roland Vanoni CD: Mark Hendy & Neil Elliot Creative: Dominik Janning Art Director: Michael Kucharski Producer: Anne Parlesch Account Manager: Anna-Christin Saric Production Company: Parasol Island Producer: Kim Düsselberg DoP: Tim Neiser 2nd Unit: Lukas Remie Sound: Class Berger Post production: Dennis Guth Mastering: Marco Manzo, Studio Funk, Düsseldorf. Publsihed: November 20th, 2012