DSB's safety dance

This new music video for Danish artist ICEKIID isn't all it initially seems to be.

Whilst containing the sorts of images one might expect from a standard promo - performance cut-aways, attractive young people doing attractive young things - Never Forgotten takes a turn for the heartbreaking midway through.

The film is, in fact, a PSA for DSB (Danish Railway Company), with both imagery and lyrics making a stark point to youths about standing to close to the edge at a railway station.

With new-land director Sandra Winther capturing the whole thing beautifully, and some decent, authentic performances from the cast, this film hits home harder than might be expected.