A new ad published online Sunday delivers a "hair-raising message" at its conclusion.

Produced by the Swedish Childhood Cancer Foundation, the ad shows a woman's hair gracefully blowing in the wind as each subway train arrives. The unique image captivates passer-by who take pictures.

That's when there's a sudden twist.

The woman's hair entirely blows off and a message appears on screen.

"Every day a child is diagnosed with cancer," it says, followed by a message imploring individuals to donate.

The ad was modeled after a "shampoo ad blew the world away" earlier this year. The creators said they "used the same technique" to create their own version.

(H/T: AdWeek)

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