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Breathtaking New Campaign for Asthma Awareness Presents an Unsettling View of the Disease's Effects
Date:5/19/2008

TV Spot Directed By Academy Award-Winning Director Janusz Kaminski

NEW YORK, May 19 /PRNewswire/ -- In a literally breathtaking new advertising campaign for the American Asthma Foundation (AAF), a new television commercial offers a stark depiction of the possible debilitating and life-threatening effects of this "neglected disease."

The 30-second public service announcement (PSA) marks the first awareness advertising undertaken by the one-year-old AAF. The campaign will begin airing May 19 in New York, Los Angeles, Chicago and San Francisco.

The campaign, created by the award-winning and critically acclaimed New York advertising agency DeVito/Verdi, was created to convey, in dramatic form, how severe asthma can be one of the most unexpected and traumatizing diseases afflicting its victims.

The television commercial, "Park," features a bucolic park-like setting, where a man sits quietly on a bench reading his paper. From behind, a pair of hands appears, holding a clear plastic bag that is quickly placed over the man's head. As he struggles to free himself from suffocating, the hands disappear, but the bag remains taut against his neck and head.

Three solo drumbeats introduce the words that splash onto the screen; clearly explaining what is actually happening to this man: "This...Is...Asthma." The victim eventually frees himself from the bag and desperately catches his breath. Around him, life within the park goes on without incident.

The commercial was directed by Janusz Kaminski, who has won Academy Awards for "Best Cinematography" for "Schindler's List" and "Saving Private Ryan." The spot can be viewed on http://www.americanasthmafoundation.org.

The commercial ends with the plea: "Asthma. Help us fight it. Help us cure it." The American Asthma Foundation is committed to finding a cure for the estimated 23 million Americans who suffer from the
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SOURCE DeVito/Verdi
Copyright©2008 PR Newswire.
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