Billy Joel’s voice is heard in a series of new ads supporting the Wildlife Conservation Society’s (WCS) 96 Elephants campaign – so named for the number of elephants slaughtered each day by poachers.

With the backdrop of computer-animated elephants coming to life from shards of ivory, Joel’s voiceover warns: “We can’t turn back time, but we can reverse this trend. Don’t be the generation that allowed elephants to go extinct.”