NSPCC's campaign

The 60-second ad, created by Inferno, shows Amy, a newborn baby in a hospital crib, while a voiceover - supposedly by a grown up Amy - describes the abuse she will endure and how a donation to the NSPCC could prevent it.

Eno wrote the sombre backing music for free and NSPCC fundraising manager Lisa Williams said the charity had made a deliberate switch from focusing on distressing images of victims in abuse situations.

She said she hoped the “potent message” in the ad would mean another step towards ending cruelty to children.

Creatives Ray Chan and Simon Cenamor worked on content while the spot itself, which made its on-air debut on April 1 and is available in both 20-second and 60-second versions, was directed by Yann Demange through film company Stink.