WICK – Epic Breath

We open in an artic enviroment. A woman looking into the camera and the close up of a polar bear's face. She is taking a deep breath of cold air before diving into the cold water. Underwater, the woman's movements are matched with the polar bear's, climaxing in the woman surfacing and taking in a deep long breath. The idea was to stage the cooling effect the menthol in the brand's cough pastilles can have by comparing it with the symbolism of deep breathing and emerging from cooling water.