This Anti-Smoking Commercial Shows a Kid Trying Not to Breathe
Laura McQuarrie — September 12, 2014 — Marketing
References: adsoftheworld & adweek
The anti-smoking commercial called 'The Breath Holder,' is more upbeat than most of its kind and features a twist that only hits you at the end. The majority of the commercial is happy and upbeat, with a kid trying to get better and better at holding his breath for longer periods of time, as kids do.
The boy holds his breath absolutely everywhere—in class, at recess and at lunch. However, the tone of the commercial totally turns around when it is time for the boy to go home to his mother, who is a smoker. Right when he steps through the door, he boy starts holding his breath and it's quite sad to see that his mother is too preoccupied to see that he's not pleased about her nasty habit.
The boy holds his breath absolutely everywhere—in class, at recess and at lunch. However, the tone of the commercial totally turns around when it is time for the boy to go home to his mother, who is a smoker. Right when he steps through the door, he boy starts holding his breath and it's quite sad to see that his mother is too preoccupied to see that he's not pleased about her nasty habit.
Trend Themes
1. Upbeat Anti-smoking Ads - Creating anti-smoking ads with a more positive and upbeat tone can engage audiences in a different way and increase effectiveness.
2. Twist Endings in Commercials - Incorporating unexpected twists at the end of commercials can leave a lasting impression on viewers and enhance the overall impact of the message.
3. Awareness of Secondhand Smoke - Raising awareness about the effects of secondhand smoke can motivate smokers to consider the impact of their behavior on those around them.
Industry Implications
1. Advertising - Innovative approaches to anti-smoking advertising can offer new opportunities for creative agencies to develop engaging campaigns.
2. Entertainment - Integrating surprising elements and plot twists in commercials can captivate audiences and generate buzz within the entertainment industry.
3. Public Health - Educational anti-smoking ads that highlight the risks of secondhand smoke can contribute to public health initiatives aimed at reducing smoking rates and promoting healthier environments.
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