Halfway through, this video will stop you short, just as it did the models who thought they were doing a plain old regular 'sexy' shoot.
The crew took a bunch of models, told them to look into a camera and read the lines written on placards out loud. Make it sexy, the models were told. So they did.
The first few lines are easy. What turns you on? What are your deepest desires?
And then, boom. Sexy, they can do. But not when the placard reads: Almost 800 mothers and 18,000 young children die each day, mostly from preventable causes.
That's not sexy, not even when you read it out loud in a 'sexy' voice. The models look confused. Then, as realization dawns, shocked. One asks to go take a walk.
They get the message: this should not need to be sexy to get the attention it deserves. Save the children.
Watch: