GALLERY 12: Popular Mechanics - Breathe

An extreme case of curiosity brings an ad for what could never be a sexy magazine to a hilarious conclusion. Perfectly on-message for a target audience of readers obsessed with how things work, the ad tells the story of the intensive care patient so curious about the machinery keeping him alive that he manages to unplug and break it. A brave strategy has resulted in an unusual and amusing campaign.

Product/client: Popular Mechanics

Agency: Ogilvy & Mather Rightford Searle-Tripp

The Brand Building

15 Sloane Street

2021 Bryanston

South Africa

T: +27 11 709 6600

F: +27 11 463 4430

Creative Director: Mark Fisher

Agency Producer: Emma Lundy

Art Director: Gareth McPherson

Writers: Mark Fisher, Neil Walker-Wells

Production company: Freshwater Films

PO Box 2210

29a Delarey Road

2128 Rivonia

South Africa

T: +27 11 463 8770

F: +27 11 463 8769


Director: Dule Anicic

Producer: Darren Gordon

Director of Photography: Werner Maritz

Post-production company: Orchestra Blue

Block B

Portswood Close Business Park

V & A Waterfront

Cape Town

South Africa

T: +27 21 418 4984

F: +27 21 418 4985

Editor: Tessa Ford

Flame Artist: Jason Basson

Sound Design: Peter Cornell