Greta Thunberg’s organization, Fridays For Future, has released a minute-long spot called “Our house is on fire”. It is named after the activists’ famed speech at the 2019 World Economic Forum in Davos in Switzerland where she called for a reduction in carbon emissions.

The work of Los Angeles-based Creative Agency FF, the ad shows a family of four waking up in the morning and getting ready for their day, while flames spreading around them are completely unnoticed by the parents or the kids. This is a really simple and profoundly effective creative strategy.