Lung cancer

This is an ad depicting the dangers of lung cancer, each match and the lighting of that match is intended to signify each time this person smokes.

.0 seconds a dark screen

.01 the dark screen is becoming illuminated and I see a semi realistic render  of  human lungs

.02-.03 There seem to be little hairs on the lungs. That reveal themselves to be matchsticks and one of them is burning. I guess it signifies the pain of lung cancer, every time you breath it feels like fire in your chest, or more accurately each time this person smokes.

.05 we linger on the singular burning match stick as smoke billows from it. 

.06 the lungs have turned from looking at each one small section of the ling which highlighted the singular match stick to include both sacks of the lung, both of which have small fires from their match adornment. 

.09 we see several more matches burn, this was achieved through a zoomed in scrolling shot along the lung,and we pull out so see that a large chunk on the top and bottom left are burning

.13 the entire lung is now burning and has begun to decay from the fire. The entire lung has blackened with large amounts of fire still covering the lung. 

:15 some matches have fallen out of the lung and one of them has fallen on the ground. The match that fell was still lit and the camera followed it to the ground. 

:18 the match falls over and once again we are greeted by the burning lungs, this time in the same dark lighting as the beginning.

:21 the lights gradually become brighter as we are revealed to be in a bright white room with several windows so that we may see the sun outside and the lungs now have the matches intact. perhaps the person is about to be saved from their torment. perhaps they can finally either stop smoking or take solace in knowing their getting some sort of treatment.

:24 and in this room there is an mri machine which I guess would be helpful in detecting lung cancer, we get to this machine through a transition in which we pass the lung. oue person is going to get screened for cancer using an mri machine, in a sience being saved by it as evident by the bright color change.

30 and our last shot is the mri machine with a graphic saying learn more at SaveBytheScan.org

Watching with sound made me realize they had a different intent in showing the lungs covered in matches as it pertained to smoking and lung cancer.  This ad only really works with the voice over, as the visuals themselves are confusing, and the sound of the striking match really hammers the point that this ad links to smoking and not breathing as I suggested when I watched this ad without sound. The narrator’s almost creepy whispery voice adds an air of spookiness to the ad. The true since of foreboding is only present with the vocals. And the part about detecting the cancer early is also integral to the ad.