Breathing Can Change Your Life, Warns Drink Driving PSA From Denmark

Bacon's Martin Werner Directs a Deceptively 'Feelgood' Spot

Published on Jun 19, 2015

Editor's Pick

This anti drink driving PSA from the Danish Road Safety Council shows how breathing can quite literally change your life.

Like all the best PSAs, this one, directed by Martin Werner of Bacon for Bates Y&R, Copenhagen, jollies us into a false sense of feelgood ad, together with jaunty music ("Bring Me Sunshine"). We see a man's life in a series of vignettes that are all about breathing; they include watching his wife breathe in labor, blowing bubbles with his daugher, or helping puff out the candles on her birthday cake, even blowing the froth of a beer as he drinks happily with a's all going great for this guy. Until, that is, he gets pulled over by the cops and breathalyzed. The endline is "A little breath can change a lot. Maybe everything."

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Jun 19, 2015
Bates Y&R
Danish Road Safety Council
Production Company:
Martin Werner
Samuel Cantor
Creative Director:
Ib Borup
Director, Photography:
Kasper Tuxen
Olivier Buggé Coutte
Visual Effects Supervisor:
Jonas Drehn, Bacon X
Sound Designer:
Adrian Aurelius, Bacon X
Daniel De Vue, Bacon X

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