This is Amnesty International's new waterboarding ad, which is part of their "Unsubscribe-me" campaign. The ad will be shown in movie theaters starting on May 12th.

Amnesty's 90-second film, called Stuff of Life, opens in slow motion with stylish shots of crystal-clear water and an upbeat soundtrack in the style of a typical mineral-water TV ad.

However, after lulling viewers the ad transforms into an interrogation room where a man is strapped to a table being subjected to waterboarding. Waterboarding involves first tying detainees to a board face-up and tilted backwards, then pouring water over the face and into breathing passages to simulate drowning.