*Nestled among the numerous television specials commemorating the 10th anniversary of the 9/11 terrorist attacks was an ad for State Farm that is getting just as much attention for its simple message of thanks to a crew of first responders.

Directed by Spike Lee, the spot features 150 schoolchildren walking to a Manhattan firehouse to serenade the firemen with “Empire State of Mind,” the Jay-Z and Alicia Keys anthem that celebrates New York.

The montage, which also spotlights the new memorial at Ground Zero, ends with the words “Never forgotten. Forever Grateful.”

Watch below, then scroll down to watch how it all came together.