Imagine a quiet evening at home with your loved ones. Now imagine that evening being interrupted by armed men kicking in the door, blindfolding you and dragging you away to face agonising torture. One new ad is giving viewers a taste of the horrors of torture.
Amnesty International has for years been the voice of victims of injustice and wrongful imprisonment. The group's latest campaign raises awareness of torture and how frighteningly common it is around the world.
The ad begins with a man enjoying a relaxing evening at home with his wife. The door splinters apart and the room is filled with aggressive men toting automatic weapons. The terrified man is forced to his knees and a hood placed over his head.
At this point, the camera takes on the victim's view and the audience disappears into a claustrophobic world of sensory depravation. All we can see is light shining through the fabric of the hood. Sounds are muffled and the character's rapid breathing can be heard as he panics in fear.
Shouting voices make incomprehensible demands as punches rattle the man's head. There is the sound of buzzing electricity, followed by the sounds of pained cries as our victim convulses in pain.
The ad culminates with the sound of a cracking whip and a blood-curdling scream.
The powerful ad has garnered nearly 6,000 views in just two days. The message is certainly spreading, with over 2,000 shares and mentions in blog posts. The ad finishes with a link directing viewers to Amnesty International's web page, encouraging viewers to join the organisation.
This horrific ad is a truly graphic insight into the suffering of torture victims and a powerful call to those who would like to see it stopped.