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Thai Health Promotion Foundation – Gunfight

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Directed by Wuthisak Anarnkaporn, this comedic short exaggerates tropes for a positive message. 

With a dusty, sunlit color grading, there’s a sense of old school cinematography throughout Gunfight. Two characters appear, the classic cowboy versus desperado archetypes we know and love. They face down in a crowded traincar, but before High Noon strikes on the clock, the cigarette smoke kills the good-hearted cowboy. A Gen Z man gets up, dressed in neon with a respirator, and helps deliver the PSA. 

The ad is funny, an exaggerated pastiche of Americana out of Alpha 245/Bangkok, the cigarette continuously blurred out. The PSA does just enough work at the end of the film to justify itself, and the comedy runs through the entire script.

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