A new environmental commercial from Unilever hinges on a surprising fact: because of deforestation, a tree may be safer in the city than in the forest.

The spot, launching ahead of the U.N. Conference on Climate Change in Paris, features somber music and horrifying facts ("Every minute, 36 football fields of forest are destroyed") as it shows a tree trekking from the forest to a city, while crowds watch in awe as it moves. At the end, viewers are directed to a WWF and Unilever page to sign a pledge.

For every pledge, Unilever, parent company of brands including Magnum, Knorr, Sure and Dove, will protect a tree in one of the most threatened forest areas in the world, Brazil and Indonesia. By 2020, Unilever plans to source 100% of its agricultural raw materials sustainably and halve the environmental footprint of the making and use of its products.

The ad was created by David in Buenos Aires together with Ogilvy & Mather London, and was directed by Nico Perez Veiga of Primo.