Gamble believes the new viral advert will "rattle" the offender or offenders because "every time you search for updates about where the investigation is you will meet this prompt to your conscience".
Gamble was reluctant to offer his own theory of what happened in Praia da Luz saying it "didn't matter" if Madeleine was taken for trafficking, or sexual exploitation or by some "deluded soul" who wanted to raise their own child.
Two words which did not pass his lips at any point, however, were "kidnap" and "abduct". Instead the case was strictly referred to as a "disappearance".
One thing Gamble did make clear, however, was his passionate belief that the advert would help find Madeleine and that it was still possible she remained alive.
"Statisticians do that most awful thing", he said. "They take away people's hope".
NOTE: he may just as well have added they also stop the British public paying into the fund.