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AUSTRALIA’S 2014 SOUNDWAVE FESTIVAL

A bone-crushing rap, driven by a steadily pounding kick drum, perpetually crescendoing synth bass, militaristic snare patterns, and haunting, echoing crashes and yelps, it's no surprise that the song (or versions of it) have already found a home in other high-profile ads from Finlandia Vodka and Adidas.

None used it as effectively, though, as Cossette does here. That's thanks partly to the intrinsically sympathetic subject matter. But it's also because the war-themed concept, the Olympic-style execution and the blood-raising music combine to create an experience far greater than the sum of their parts. Even during moments that might risk seeming cheesy, the spot will take an emotionally engaged viewer on a rapid-fire trip—through uplifting highs, and endearing quips, and gut-wrenching lows, then back again—ending, appropriately, with a kid channeling a tiger's roar.

The only problem may be, in fact, that the message comes across too clearly, and could be mistaken for overpromising in a field—medicine—that can, at its best, only delay the inevitable, and in some cases not by nearly enough. It's worth emphasizing, for that reason, that the campaign's ultimate purpose is to fundraise for the hospital, including research into new treatments. In other words, it's not just speaking to specific kids' battles, but the broader goal—to win them all.