It’s Worth Holding Your Breath, as This Kid Does, Until the End of This Great Ad

Waiting to exhale

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

Director of Photography: Jure Verovsek

Editor: Simon Sedmak

First Assistant Director: Sara Isa Djukanovic

Colorist: NuFrame/TeoRiznar

Line Producer: Urska Vardijan

Set Designer, Art Director: Spela Kropusek

Stylist: Katja Hrobat

Makeup: Natasa Sevcnikar

Sound Design: Silencio Helsinki

Music: Accu “Rock”

Digital Production: Havas Worldwide