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Breathtaking

Award: Wood Pencil

Wood Pencil / Radio Advertising / Radio Advertising 0-30 seconds / 2014

This commercial invites smokers to briefly witness the effects of emphysema by listening to a simple demonstration performed by the voiceover artist. The actor had to deliver the entire script without taking in a single breath of air. At the 23 second mark, he is desperately trying to continue his task without being able to get fresh oxygen into his lungs. Sadly, the genuine desperation for air that we hear in his voice is actually a daily occurrence for emphysema sufferers.

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