Save the Children 'clever' by Wieden & Kennedy

This Save the Children spot kicks off a three-year global campaign that aims to show how simple it is to save a child's life.

Called "clever", the ad focuses on micro-nutrient peanut butter, which can be digested by shrunken stomachs, meaning that it can keep malnourished kids alive.

The voiceover is provided by Thomas Turgoose, the child star from the award winning film 'This is England'.

There will be seven executions in total, each detailing a simple life-saving solution.