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GENESIS: Earlier this month, Amnesty International found children's rights to be severely lacking in Ireland, and a constitutional referendum to strengthen them has been delayed many times. A brutal new ad for the Irish Society for the Prevention of Cruelty to Children aims to galvanize viewers into financially supporting the fight for children's rights by laying bare the emotional and physical toll of abuse. The spot, by Ogilvy Dublin, shows a boy being beaten at home while still managing to articulate, in grown-up language, a manifesto for what children deserve in life—as well as the future he dreams for himself in a present that's unbearable.
TALENT: The lead role was critical.