A new powerful ad for Toronto’s Sick Kids Hospital features an arrangement of Nirvana’s “Heart-Shaped Box”

Last October, the Sick Kids Foundation of Toronto commissioned this ad featuring a haunting cover of “Hurt” by Nine Inch Nails. The arranger of that version, Mark Rajaković, was once again called upon to add some music to this fall’s campaign. He chose Nirvana’s “Heart-Shaped Box” to encourage people to participate in the foundation’s “bravery beads” campaign.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

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