"The Breathable Bullet"

1 May 2025

60s

Lead, by example.

This is a fantastic use of intrigue. Unless you are familiar with what Ripple is, you have no idea where it's going and that gives it tremendous impact once it gets there. It also provides an incredibly important message about the use of illegal vapes. They are dangerous, and this ad highlights one of the many reasons why.

(Is there anything more ironic than those who were resistant to the Covid vaccines contemplating their opposition largely based on the idea that we don't "really know what's in it" while sucking on a small burbling tank of unknown toxins and then exhaling a plume of candy floss fragrance into the faces of passers-by?)

Director Quentin Deronzier has filmed this as though it's a sequence in one of those police procedurals that concentrates on forensic science and his riveting close-ups are backed by a terrific music choice which ramps up the tense intrigue. This is a sensational piece of content that is as much a PSA as it is a commercial for the advertised product... arguably more so.

UK

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