The TV ad shows harrowing incidents of slavery, including a vulnerable young woman working in a brothel, which at first appear to be taking place in a poverty-stricken part of the world but are later revealed to be in Britain.

The endline is: “Slavery is closer than you think” and the advert invites viewers to call the helpline and visit the dedicated website modernslavery.co.uk to find out more about how to spot signs of modern slavery or to report it.