American Cancer Society said young people have no sense of their own mortality, so there's no point trying to scare them off cigarettes with ugly scenes of black lungs. 

So what do they care about?  Stinky breath. 

A French film called (ironically) Breathless, provided the romantic setting. A few twists and turns gave it extra buzz.

Client: American Cancer Society

Awards: Emmy nominee, BDA

Clients: Diane Disney Miller, Laura Bridges

Writer/ Director/ Producer: Mara Marich

Media: National broadcast