In Ruskin Kyle's promo for Cocosmalice's June Exit, a beautiful young woman (played by Victoria Fischer) prepares to go on a swift and surreal journey through the urban sprawl of London - while a worn-out old man is awaiting a thrill at the end of the road.

But the twist in the tale is that it turns out to be a modern allegory about euthanasia - a serious subject, but then Ruskin Kyle has enjoyed considerable success making hard-hitting music videos that tackle contemporary social issues in a way that grab people's attention. Ruskin previously directed the hugely powerful video for The A Team that helped Ed Sheeran come to prominence, and has now notched nearly 45 million views.

http://www.youtube.com/watchv=6LP6dH-MLCw