Independent and integrated creative agency Inferno has created an impactful and moving television advertisement for the National Society for the Prevention of Cruelty to Children (NSPCC).
The film depicts a four hour old baby girl, Amy, in her hospital crib. Amy narrates from the future to describe the horrific abuse that is destined to be inflicted on her. A hypnotic sombre backing track, written by Roxy Music’s Brian Eno, known for experimental ambient music, who gave his time and the track at no fee, echoes the softly shot scene, which is in powerful contrast to the hard and disturbing message.
The ad was produced by Stink and directed by ‘award winning’ Yann Demange in Ealing Hospital during December 2012, using several new born babies, including a set of twins.
The film will be premiering on 1st April. As well as the main 60” spot there is a separate 20” edit. ‘Amy’ follows Inferno’s critically acclaimed 2012 NSPCC film ‘$#*! Kids Say’, which won Silver at the British Arrows Awards last week.
Al Young, executive creative director at Inferno, said:
“‘Amy’s’ gentle aesthetic breaks from the shocking images we are used to viewing in charitable advertising. This soft treatment emphasises the hard message. We would like to thank Brian Eno for giving his time for free and Yann Demange for greatly reducing his fee”
Lisa Williams, fundraising manager at NSPCC, said:
“This work is truly beautiful, yet also carries a potent message, which we hope will take us one step further towards ending cruelty to children.”
Client: Lisa Williams, Fundraising Manager. Celine Meissonnier, Senior Fundraiser
Advertising Agency: Inferno
Agency Creative Director: Al Young
Copywriter: Simon Cenamor
Art Director: Ray Chan
Planning Director: Keren Bester
Business Director: Susie Shing
Account Director: Charlie McDevitt
Agency Producer: Dave Clark
Media Company: OMD
Production Company: Stink
Director: Yann Demange
Editor: Ian Berry
Post-production: The Mill
Audio post-production: Nick David Sound’