Using a Les Miserables song in an advert may seem like a cliche, but the WCFF is definitely one organisation that could get away with it. Here the tone of finality and melancholy is perfectly used to show the pertinence of the issues - never shying away from potentially graphic images to really make the message hit home.
The whole video is in anticipation for the Wildlife Conservation Film Festival, which opens this week in New York. You can find out more about the event at http://www.wcff.org. The event aims to champion the welfare of endangered and exploited species across the world - including (but certainly not limited to) those in the ad.
You can also watch the ad below: