Amnesty International 'stuff of life' by Drugstore

2.2 52 Votes

Amnesty International has created this ad about "waterboarding", the controversial practice of torturing prisoners by partially drowning them, as part of its Unsubscribe campaign.

The opening water sequences are meant to lull people into a false sense of security, with the appearance of a mineral water ad, before the shocking reality of what is happening is revealed.

The sequences were created by special effects company Pennicott Payne, which also worked on the underwater crash sequence in 'The Bourne Supremacy' and the Radiohead 'No Surprises' video.

The ad ends with a call to action to "unsubscribe" from human rights abuse at


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Released: 22 April 2008

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Amnesty International
Marc Hawker
Art director
Marc Hawker
Executive producer
Marc Cave
Jennifer Jackson
Production company
Dark Fibre Films
Mark Hawker
Ishbel Whitaker
Special effects
Pennicott Payne
Prime Focus

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