The 60-second ad centres on the fight to breathe theme and invites cinema-goers to replicate the breathing pattern of Edelle Collins, who has cystic fibrosis in real life. In so doing, it graphically illustrates how life for Edelle is a constant battle as she has to fight for her every breath. The ad was created specifically for cinema, where you have an audience with little distractions. Instead of being captivated by visuals, the audience is drawn in by the sound of Edel's breathing.
Film advertisement created by Rothco, Ireland for Cystic Fibrosis Ireland, within the categories: Health, Public Interest, NGO.