COI | Department of Health – Janice (2003, UK) [4K Upscale]
A haunting anti-smoking PIF from the Department of Health for their "Don't give up giving up" campaign from the early 2000s. I remember this campaign really well, especially this particular PIF. The ongoing sound of Janice struggling to breathe throughout the entirety of this PIF is somewhat of a perfect loop to epitomize the permanency of her condition: "This is me for the rest of my life now."
No scare tactics. No shocking images. Just the long pauses between the words of a 51-year-old woman while she struggles to breathe. Simple, yet effective.
Upscaled into 4K using Topaz AI.
Original: https://player.bfi.org.uk/free/film/watch-...
There seems to be a brief glitch in the video at 0:11 - apologies for this, this also happens in the original seen above.