Central Office of Information: Breathe

“Shot in a water tank four meters deep in Pinewood Studios,” this PSA for COI “compares the experience of death by smoke inhalation to that of drowning in a bid to convince Brits to regularly test their smoke alarms.” (Source: ‘boards)

The ad was produced by Tim Page at creative agency Rainey Kelly and Matt Fone at Blink; MPC provided the post production.

Directed by Dougal Wilson. Editor: Joe Guest at Final Cut. Directors of photography: Mark Silk (underwater) and Alex Barber.

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