Ads for kids' hospitals and healthcare typically tug at our heartstrings, whether it's images of fragile, vulnerable kids or emotive stories of illness and recovery. This one, for Children's Hospitals and Clinics of Minnesota, takes a different tack, by reminding us how strong, resilient and amazing kids are.
The spot, by Mono, highlights the bravery of kids, the miracle of their birth and how they are stronger and more beautiful than us grown-ups even on our best days. Although some of the children in the spot are in the hospital, others aren't, and the underlying message is inspiring, though it might still bring a tear to your eye.
Meanwhile, print ads featuring striking black and white images of children underline this message, with the endline that kids are "the most amazing people on earth."