The musician Brian Eno has written the backing track for the NSPCC's latest TV spot. The 60-second ad, which was created by Inferno, shows a newborn baby, Amy, in her hospital crib. An older Amy narrates the ad, describing the abuse she is destined to suffer and how donating to the NSPCC could prevent it.
The work was written by Simon Cenamor, art directed by Ray Chan and directed by Yann Demange through Stink. In addition to the 60-second spot, there is a 20-second edit of the ad.