When I was a kid, my sister and I would play a car game where we would hold our breath in the back of our parents' minivan every time we went into a tunnel—and see who could hold it longer. Our faces would turn red, and then blue, as we hurtled toward the distant light—seeing if we could make it to the end without passing out.
As we got older, we would just pretend to hold our breath, but we'd still writhe around and grasp at our throats with our cheeks puffed out like Louis Armstrong. And we'd always make it, heroically, back into the sunlight.
Which brings us to this ad from Finland and agency Havas Worldwide, with a boy holding his breath longer and longer in each scene. We won't spoil it, but the ending isn't exactly the light at the end of the tunnel.
Via Ads of the World.
CREDITS
Agency: Havas Worldwide, Helsinki, Finland
Creative Director: Marko Vuorensola
Planner: Johanna Vuorensola
Art Director: Jon Gustavson
Copywriter: Marko Vuorinen
Account director: Nina Myllyharju
Project planner: Muusa Salminen
Communications Consultant: Laura Lyyvuo
Web Developer: Mika Niemi
Production Company: Studio Arkadena
Executive producer: Hana Kovic
Director: Mikko / Sauna International
Director's Producer: Kojo Abban
DoP: Jure Verovsek
Editor: Simon Sedmak
1st AD: Sara Isa Djukanovic
Colorist: NuFrame/TeoRiznar
Line producer: Urska Vardijan
Set designer / Art director: Spela Kropusek
Stylist: Katja Hrobat
Make Up: Natasa Sevcnikar
Sound design: Silencio Helsinki
Music: Accu “Rock”
Digital production: Havas Worldwide Helsinki