In this hard-hitting spot for Unicef created in the U.K., a happy family trip to the park is contrasted with the horrors happening to kids in other parts of the world using a clever device -- the world literally turns "upside down" as they do. As the parents watch happily, their children flip over on the playground apparatus and we're suddenly plunged into a whole different world full of very dark storylines; the kids cower under tables as bombs fall, are threatened by gunmen, and sob as they trudge along railway lines.

Directed by Karen Cunningham through Thomas Thomas Films., the powerful spot is by London content agency Don't Panic, which is fast becoming the go-to shop for shocking charity work -- it created Greenpeace's anti-Lego ad "Everything is Not Awesome" which caused the company to sever its relations with Shell, and "Most Shocking Second a Day" for Save the Children.