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By Gillian West, Social media manager

March 28, 2013 | 2 min read

The National Society for the Prevention of Cruelty to Children (NSPCC) has announced it is to debut its latest 60” ad spot on Easter Monday (1 April).

Created by independent and integrated creative agency Inferno, the film depicts a four hour old baby girl, Amy, in her hospital crib. Amy narrates from the future to describe the horrific abuse that’s destined to be inflicted upon her.

Produced by Stink and directed by Yann Demange in Ealing Hospital during December 2012, the ad is set to a sombre backing track, written by Roxy Music’s Brian Eno who donated the track at no feel.

A following 20” edit will support the longer cut.

Lisa Williams, fundraising manager at NSPCC, commented: “This work is truly beautiful, yet also carries a potent message, which we hope will take us one step further towards ending cruelty to children.”

Inferno creative director Al Young added: “Amy’s gentle aesthetic breaks from the shocking images we are used to viewing in charitable advertising. This soft treatment emphasises the hard message. We would like to thank Brian Eno for giving his time for free and Yann Demange for greatly reducing his fee.”


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