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What at first appears to be a new glossy campaign for a premium mineral water brand turns out to be a screen ad by Amnesty International designed to shock viewers with the reality of an interrogation technique used in places such as Guantanamo Bay.

The water glistens as it arcs through the air, the edgy electronic soundtrack creates a sense of anticipation, but then the film takes a disturbing twist as a man is being subjected to ‘waterboarding’, the controversial interrogation method used by US security service which involves partially drowning a prisoner by pouring water down their throat and nose.

Amnesty and other human rights campaigners believe the method is a form of torture, but US authorities describe it as ‘enhanced interrogation’.

The ad was the joint work of media agency Drugstore and film-makers Marc Hawker and Ishbel Whitaker of DarkFibre films, and features performance artist Jiva Parthipan.