One PSA that will take your breath away

Hit refresh on your social media strategies. Head to Social Media Week in NYC this April 9–11 for campaign insights, content inspiration and new industry connections. Register before March 4 to save 20% on your pass.

This DeVito/Verdi spot for the American Asthma Foundation, lensed by Janusz Kaminski, the two-time Oscar-winning film cinematographer (for Saving Private Ryan and Schindler’s List), may be the best PSA ever made. It’s better than “This is your brain on drugs,” because that effort actually makes drug use appear subversive and desirable on some level. The frying pan was an apt metaphor, but few of us (hopefully) could relate to being cooked up in one. Conversely, this asthma spot, “Park,” conveys the experience of an asthma attack on a shockingly visceral and instantly empathetic level.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in