We're going to go ahead and put a warning on this spot because of its straight up depiction of a breathtakingly vile thing.
Watching this spot from the Irish Society for the Prevention of Cruelty to Children sort of makes you feel like you yourself have been punched in the face. Which is what makes it perhaps more effective than exploitative.
Of course, no children were harmed in the making of the spot. The production company tells us the young actor you see worked closely with a stunt and safety coordinator.
What do you think?