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Amnesty International UK is returning to TV screens after nine years in the broadcast wilderness, with an advertisement that aims to distance the charity from previous hard-hitting political campaigns. The human rights organisation was banned from broadcast advertising in 1994, because its ads were deemed 'of a political nature'. The ban was reversed in 1999 after Amnesty appealed. The new creative represents a change of strategy focusing on Amnesty's work of reuniting people with their families. Creative, by Kitcatt Nohr Alexander Shaw, features real-life footage of people being reunited to the soundtrack of the U2 song 'One' with a voice-over by actor Jeremy Irons. Media is through MediaVest.