Striking Ad for Earth Hour Begins With an Old Woman in 2090 and Backtracks to Today

Iris spot takes its cues from Benjamin Button

Iris Singapore and the World Wildlife Fund put together some weapons-grade wishful thinking with this new spot for the WWF's Earth Hour event. 

With help from a little girl's narration, the ad reverse-engineers a series of fortunate events in which people decide to take things like climate change and conservation seriously. The narrator starts the ad as an old woman and gets progressively younger as she lists each step humanity took (or will take?) to protect Earth, finishing as a child when she declares 2016 to be the year when we all decided to get our act together.

The visuals and overall production are industry standard, but the idea and execution are what make it great. We've never seen an environmental ad do this before, and the fresh perspective really sold us on the backtracking structure.

The tone is unique, too. These predictions are made with admirable confidence, far from the alarmism or hectoring that's often typical of this genre.

Earth Hour takes place March 19 from 8:30 to 9:30 p.m. in your local time zone. David Kiefaber is a frequent contributor to Adweek's creativity blog, AdFreak.