In what is arguably one of the powerful motivational speeches delivered in Hollywood history, Al Pacino’s character in Any Given Sunday talks about how life is measured in inches, saying that small moments add up and eventually determine what happens in our lives (or in his words, “In either game, life or football, the margin for error is so small. I mean, one half a step too late or too early and you don’t quite make it. One half-second too slow or fast and you don’t quite catch it. The inches we need are everywhere.)
Using the premise that small, seemingly insignificant moments carry enormous gravitas when viewed in retrospect, the Danish Road Safety Council attempts to illustrate how a simple breath of air pushed out of your lungs could make a massive difference (albeit without the histrionics of Al Pacino).
The ad is shot as a sequence of flashbacks, showing a series of breaths that were meaningful to the protagonist. And while most of them are positive and involve moments with family and friends, the one that will end up changing his life occurs when a police officer walks over to him with a breathalyser.