The Ad Council and the UN Foundation dramatize the global fight against AIDS.
In this year's spot -- which was again directed by @radical.media's Ralf Schmerberg -- we see workmen silently dismantling an entire school, a setup for the revelation that the six million children who have died of AIDS worldwide is more than the total number of pre-school, grade school and high school students in New York, Chicago, Los Angeles, Washington, Miami and Atlanta combined. "Which is an alarming figure," Burnett deputy CCO Mark Tutssel says in a statement. "What we tried to do was dimensionalize this statistic in an intimate and meaningful way by taking a school -- a universal symbol of the hopes and potential of youth -- and tearing it down. This is a disturbing image that we hope will prompt people to take action."