I stumbled across this advertisement today while looking for a different, ineffective, advertisement I wanted to talk about. I soon discovered that despite its pixels, it’s a highly effective emotional advertisement.
The advertisement is a “breathing test” to show people how it feels to have emphysema by getting them to participate in the test. The thing about this advertisement, however, is that you don’t actually need to do the test for it to have an effect on you.
We’ve all tried to breathe in as much air as possible at some time or other, usually as a kid in the playground or in an attempt to cure hiccups, so we all know how it feels to hold your breath and try to breathe more in when you can’t fit it. Anyone who’s ever had asthma, been winded, or suffered from a very phlegmy cold can also relate. Because we all know what it feels like, and we have someone doing it in front of us, we tend to “do” the test without having to actually doing it.
The impact, of course, is felt most with the phrases about suffocating and impending doom for the future if you smoke. I don’t know about you, but I found it hard to breathe while watching this ad (and even while thinking about it now) and I wasn’t even doing the test. If I wanted to take up smoking, this has sufficiently scared me away. See the advertisement here or with less pixels here:
Did it work on you too?