A new anti-torture campaign for Amnesty International shows a battered Iggy Pop being “tortured” into liking Justin Bieber.

The ad is part of a new campaign by the Belgian branch of the human rights charity and features a number of well known people looking as though they have been beaten with statements underneath implying that they have had information forced out of them.

The message of the campaign is "Torture a man and he will tell you anything," with the tagline for the ad with Iggy Pop being"The future of rock 'n' roll, it’s Justin Bieber."

Amnesty International Beligum director Philippe Hensmans said: "For us it was a quirky but not sloppy way to attract public attention to this tragic reality, which often happens in the greatest secrecy."