Drunken swimming isn’t as fun as you think

Drown

Ad agency 303 crafted this deadly water-dancer spot (video posted below) for the Royal Life Saving Association of Western Australia. The dark, ambient soundtrack sets an eerie mood, and the juxtaposition of the guy's frenetic party gyrations and his desperate underwater fist-pumping later, as he slowly drowns, is disturbing to say the least. The editing makes the chilling point that the guy was doomed long before he hit the water, when alcohol raised his confidence and lowered his natural defenses. Cutting between the house and the pool fuses cause and effect into one seamless nightmare. Via Ads of the World.

—Posted by David Gianatasio