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"A" is for AIDS. "B" is for bloodshed. "C" is for child brides.
A new ad imagines the alphabet as a set of abbreviations for all the awful consequences of not being able to read. Then it sets the whole thing to a singsong melody, with cartoonish little sculptures illustrating largely macabre subjects.
The spot promotes Project Literacy, a global initiative spearheaded by publisher Pearson, and clocks in at a jarringly twee two minutes—with a plucked ukulele accompanying sweetly sung lyrics like "I hate to see those babies die."
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