COI – Control (1985, UK) [4K Upscale]
Here we have the male variant of the "Dummy" PIF which I've uploaded before, courtesy of the Central Office of Information (COI) / Health Education Authority (HEA) for their "Heroin Screws You Up" campaign from the mid-80s.
Like "Dummy", we again have the opening soundtrack to Blade Runner. However this time, instead of focusing on "don't do heroin, or you'll lose your looks and friends", which would stereotypically be aimed at the younger female audience, we have a young bloke spiraling into addiction and dependency while being in a constant state of denial that he is in control of his heroin use and could quit at any time. Similarly, this would have been aimed more at the young male demographic, who would stereotypically be more overconfident in thinking they were in control of their own mind and could never let themselves get addicted, despite it being one of the most addictive substances on the planet.
I wouldn't say I like this one as much as the other one, but it is still quite unsettling seeing a man slowly spiral into drug dependency and denial... though at the end, we do get the suggestion that maybe he's realised that he's not as in control as he first believed: "I could give up tomorrow... couldn't I?"
Also, side fact (courtesy of TVark.org): "Heroin was a trademark of Bayer, the makers of Viagra, and was originally an over-the-counter opioid, marketed as "non-addictive" and a "cough suppressant" and was available in a hamper during WW1 that could be ordered from Fortnum & Mason and sent to the boys at the front".
The more you know.
Upscaled into 4K using Topaz AI.
Original: https://wellcomecollection.org/works/cs7eqg2r