I really really really like this ad. It's more the VO than anything else. I think that really pulls on my heart strings.
"2-3 breaths of toxic smoke and you're unconscious,
your lungs fill up,
just like drowning..."
The thought of drowning is definitely more thought provoking and visually easier to connect with rather than toxic smoke.
Kudos to Mike Boles, Jerry Hollens and RKCR/YR.