Pick of the week: The ICRC highlights every parent's worst nightmare with fly-on-the-wall ad

James Page is impressed with how Adam & Eve/DDB captured the genuine emotions of losing a child.

The use of CCTV footage is a smart way to truly show the horror parents go through when they lose a child, making the ad gut wrenching regardless of whether or not you have children. With the film concluding on a heart-warming and memorable note as the ICRC reunites families, I think audiences will find it hard to come up with a reason not to support the charity. 

Brand: International Committee of the Red Cross
Agency: Adam & Eve/DDB
Title: Every parent’s worst nightmare
Client: Jennifer Smout, communications manager