As D-Day commemorations took place in France this week, the U.K. building society Nationwide has released a stirring spot that calls for a permanent British memorial to fallen soldiers in Normandy. 

The spot encourages people to donate to the Normandy Memorial Trust, which is campaigning to install one. Amazingly, despite the many individual cemeteries, there is no central record of the British troops that died in France. 

Created by VCCP, the ad sets black and white archive footage against the song "The Shores of Normandy" by Jim Radford, the youngest known veteran, who served as a galley boy on the Empire Larch at the age of 15. It's currently number one on the Amazon singles chart ahead of Justin Bieber and Ed Sheeran, according to CNN. All proceeds from the song are going towards the memorial.

Sara Bennison, CMO of Nationwide Building Society, says in a statement: “When we met Jim Radford we were so inspired by his song and the Normandy Memorial Trust’s mission that we wanted to do as much as we could to give their cause, and Jim’s voice, as broad an audience as possible.”