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Ad of the day: NSPCC - Alfie the Astronaut

Today's ad of the day comes courtesy of the National Society for the Prevention of Cruelty to Children (NSPCC).

The charity's powerful 'Alfie the Astronaut' spot follows the real story of a little boy who dreams of space travel. As he sets off on an imaginary mission to the moon, his voiceover recounts how he suffered physical abuse at the hands of his mother's boyfriend and shows that when a child is free from abuse they're free to dream again.

Ending with the strapline 'Your donation can take a child anywhere', the campaign is supported by a fundraising initiative.

Credits: Leo Burnett London

Executive creative director: Justin Tindall

Creative director: BeriCheetham

Creative: Matt Lee and Pete Heyes