For the first time since YouTube launched its Ads Leaderboard, a non-profit organisation has taken the #1 spot, with over 28.5 million views since its upload on March 5th. ‘Most Shocking Second a Day Video‘ from the UK division of the Save the Children charity, was released to raise awareness of what daily life is like for children caught up in the terror of war. We are shown a young girl and the devastation that conflict has on her life as conditions quickly deteriorate around her. Plot twist: it takes place in the UK, an approach that has really resonated with viewers in the U.S.

Samsung make two appearances with ads for the Galaxy S5, at #2 and #5. They might not be the most exciting ads in the world but they certainly proved a hit with viewers hungry for a glimpse of the new smartphone.  Other brands to make the top 10 of the most watched video ads on YouTube in March 2014 include Old Spice, Subaru, Chanel, Taco Bell, and Buzzfeed. Let’s take a look at the ads that viewers (in the U.S.) chose to watch last month below.

Top Ten Ads on YouTube for March 2014

#1 savethechildrenuk – Most Shocking Second a Day Video (28,697,607 views)

#2 SamsungMobile – Samsung GALAXY S5 – Official Introduction (23,819,243 views)

#3 OldSpice – Old Spice | Get Shaved in the Face (4,671,756 views)

#4 SubaruGlobalTV –  SUBARU “WRX STI vs StickBomb” (3,358,932 views)

#5 SamsungMobile – Samsung GALAXY S5 : Official Hands-on (3,126,620 views)

#6 CHANEL – COCO MADEMOISELLE: She’s not there – CHANEL (1,581,840 views)

#7 Taco Bell – Guess Who Loves Taco Bell’s New Breakfast 2014 (1,528,043 views)

#8 FailteIrelandTV – St Patrick’s Day 2014 #IrelandInspires (1,088,596 views)

#9 BuzzFeedYellow – 9 Super Cool Baby Tips And Hacks (394,687 views)

#10 Oregon – The 7 Wonders of Oregon (104,561 views)