Families are supposed to offer a secure and loving environment in which children can grow up, happy and healthy.

This ad plays out what would be an initially innocent scene of a father reading his daughter a goodnight story in bed, but quickly takes a sinister turn as the father looking at his daughter makes us uncomfortable.

One long tracking shot takes us from this difficult-to-watch interaction to the girl's teddy bear, a tear forming in his eye as he bears silent witness to the horror unfolding.

As the text then states, he can't say anything, but we can.