A Vuka! for Saatchi & Saatchi and the Red Cross Children's Hospital

Saatchi & Saatchi managing director (Cape) Ian Young said the strategy behind the ad was to make it uplifting: "We wanted to build the brand as opposed to just raising funds. And the simple idea behind it was that we don't want children to be in the hospital - while these children are in hospital they are missing out on their childhood, and the hospital's purpose is to get them back to their childhood as soon as possible."

The ad, created by Saatchi & Saatchi's Andrew Durkan, David Malan and Catherine McPherson, Peter Gird Productions and director Michael Middleton, portrays an array of children's toys discarded in sandpits, bedrooms and games areas, waiting for their missing owners to bring them to life again, with Kermit the frog singing 'Rainbow Connection' from the Muppet movie.

Songwriter Paul Williams instantly gave permission for the song to be used pro bono, but this version, sung by Kermit, was owned by Disney. The team contacted Disney through Gallo locally and got an unexpected and resounding 'yes'.

According to Adrienne Coetzee, Director of the Children's Hospital Trust, the ad - screened only on M-Net - has opened people's hearts and pockets.

"When e-tv spotted the ad, they immediately contacted us to flight it, and ABSA has said that they would like it to be screened on their in-store screens. The Pick 'n Pay team have also contacted us to ask if they can flight it. I want to thank everyone who put us in this awesome position of being chased for our ad," said Coetzee.

The Vuka! awards are a MultiChoice Africa television commercial competition giving public service announcements recognition.