WaterAid "Rain for good" by Atomic London

WaterAid has tried to take a different approach to charity advertising by focusing on positivity and progress rather than problems.

The star of the film is 16-year-old Zambian student Claudia, who walks through her village singing 90s pop song Sunshine on a Rainy Day. The idea is that while people in the UK moan about rain, people in other countries around the world pray for it. Directed by MOD through RSA, the spot depicts everyday chores such as laundry and farming to show how the community benefits from clean water. The TV ad will break in the UK on 30 October. It was created by Brian Riley and Matt Lee at Atomic London.