0:01. The ad starts with a wide shot of a boy sitting in his bedroom playing video games. It’s kind of hard to see at first glance but I’m pretty sure it’s a DS. The boy’s room is painted a greyish blue and has astronaut/space memorabilia littered about. The inference that can be made about this boy is that he is into more modern things and technological things. He has a baseball sitting next to an enclosure of some sort on his desk. You can make the assumption that it’s a lizard enclosure from the heat lamp and decorations on it. The boy seems very focused on his game, holding it closely to his face and not paying attention to anything else. A man in a brown suit steps into the boy’s room, grabbing his attention while doing so. The man’s color scheme doesn’t match the rest of the room. He seems very out of place with his reddish undertones contrasting with the blue in the rest of the room. He seems so out of place that he appears to be green-screened into the shot (which he most likely is). His suit and skin are shown as almost an old-timey filter. His style of clothes and hairstyle resemble the 1950s. He is made to be the focus of this shot with how out of place he is. The audio in the background is an older song as well, with radio static in the background, further suggesting the 1950s type of energy this man is radiating. He could be a radio host from the 50s, time-traveling to the present to speak to this boy. He turns into the room and the boy slowly lifts his gaze up from his game. Smoking in the 50’s was known to be very commonplace for people, including younger people, which adds a level of irony to this man being the person to educate this boy. His walk is straightforward and confident, he very obviously is there to give information to this kid.

The camera angle changes and we can see more clearly that he does not fit in place with the rest of the background. The boy’s attention is on the man now, we can see his head directly looking at the man in the suit. The boy’s back is facing the camera on the right-hand side of the screen, with him facing the man. He has Polaroids hanging on his wall, a dart board on the bottom half of the screen, and a guitar in front of a deep blue closet that the man in the suit is standing in front of. 

0.02

The man continues walking into frame and pauses in front of the boy, presumably about to present information to him. The dramatic music kicks up and the man starts to glitch like an old television, reiterating again that he is not from this time. He fully turns towards the boy before telling him that young people are tempted by many things today, as though thouse things were not there in his time. 

0.03

Nothing much changes between this and 0.02 seconds

0.04

The boy’s attention is still fully on the man. The man begins to speak at the last half of this second. 

0.05

The man mentions things that are tempting kids today, using skateboarding as an example as well as calling what most people would call a vape, “electronic cigarettes” (another mention of the time difference). The skateboarding thing seems to be a non-issue used to contrast the electric cigarettes. The mention of electric cigarettes too, seems to be specifically brought up to make them seem like more of a problem than normal cigarettes, which they very well may be, but it begs the question of this man not finding normal cigarettes to be something plaguing the youth. 

0.06

The camera angle has shifted to a closer-up shot of the boy sitting on his bed. We get a closer look at some of the things in the boy’s room, his bed is made but he has a flannel, that he has recently taken off presumably. Maybe he has jut come home from school and is sitting on his bed enjoying what is now very clear to be a phone, not a DS. We can see from the posters on the wall, that they’re obviously made to emphasize the fact that this boy is modern to contrast the man from the past giving him new information. One poster on his wall leaves the word “Modern” in the frame, despite the rest of the poster being cut off. We can also now see that there is a skateboard posting on a slanted part of the boy’s ceiling, which was not previously in view. This could mean that the man mentioned skateboarding not only to prove his point, but to try to relate to this specific boy and his interests. The boy looks up from his phone, hearing what the man is saying but is very visibly confused at his presence, even glancing to the side in confusion and in disbelief. 

0.07

The boy glances back at the man and continues staring in disbelief. 

0.08

The man starts to discuss the amount of nicotine a vape pod contains, the camera is still on the boy as the man is talking to him. 

0.09

The camera pans back to the man and he continues with the same statement from the last second. We can see the old-timey television filter crackling across him as he speaks. He finishes his sentence from before, making the full sentence That a vape pod contains as much nicotine as a PACK of cigarettes.

0.10

The camera moves closer to the man at the end of the second. We can see that his hair is pomaded and his overall appearance is very well kempt. He’s wearing a watch as well, possibly showing that he has a higher status. 

0.11

The man expresses that what he said in the last sentence, leads young people to lifelong addiction to nicotine. 

0.12

The man moves his hands around as he talks, with his right hand moving down to his side at the end of this second. His facial expression conveys a genuine concern.

0.13

The man moves a prop lung up to his chest to convey more strongly his point that this can cause lung damage.

0.14

The camera cuts back to the boy on his bed, in the same position as before and still in just as much disbelief as he was in before. 

0.15

The man starts talking to the boy again at the end of the second, pleading with the boy to consider the facts of what would happen if he were to decide to smoke an electronic cigarette.

0.16

The suited man brings a scroll down from out of frame, with it just appearing in thin air. He begins to point to it to emphasize its importance. The scroll reads “The facts about vaping” with an image of what vaping does to someone’s lungs while doing it.

0.17

The man starts to point his finger toward the boy with a lecturing manner.

0.18

Still the same as before but his point faces the boy and he begins to move his hand closer to his chest. 

0.19

Text begins to appear on the screen underneath the scroll that he’s pulled down from out of nowhere. A boldened “The” is the first word shown. 

0.20

A narrator begins to talk over the man and the full text is revealed at the end of the sentence to be “The Health Class Film Guy.” This reveals that the man in the suit is supposed to represent an old/outdated health class video that has been replayed to kids for years and years. 

0.21

The text continues to fill the screen and now says “isn’t the best person”. I’m sure within the next second, that same text is going to be completed, but for now we can hear the narrator saying that the health class man is not the best person to be teaching your kid about the dangers of vaping. This man held an aura of confidence when he stepped into the room at first but is now made clear to be an outdated lesson that shouldn’t be taught in the way that it was being taught. 

0.22

The text now shows “The health class film guy isn’t the best person to talk to your kid.” This means that the narrator is making a plea to the parents who are meant to view this PSA and asking them to educate their child themselves, instead of letting a video teach them what they need to know. 

0.23

The text that was moving across the screen is finally completed, saying “The health class film guy isn’t the best person to talk to your kid about vaping.” The camera then cuts to the boy very up close to show his face. He still seems confused but seems to have taken in the information he heard with little emotion or reaction other than confusion. 

0.24

The boy blinks and suddenly we can hear the voice of his mother asking him if he has a few minutes. The health class man has disappeared and is now replaced with who is supposed to be educating the boy about the dangers of vaping. The boy blinking symbolizes the shift in the conversation, with it ending the existence of our time travelling health class man, and bringing his mom into this situation. When his mom speaks to him, the boy’s disinterest dissipates, as his eyes widen and he is now more willing to hear what his mom is saying rather than some old video. The second ends with the narrator again emphasizing that you should be the person to talk to your kids about these things by saying “You are.”

0.25

The camera pans back to the shot of the boys back, but instead of the health class man, his mom happily strolls into the room. The boldened text “You are.” appears over the mom, once again emphasizing that this is her responsibility to educate her child. He is more attentive and responsive to her than he would be to that stranger. 

0.26-0.30

This is the final shot of the video. The camera goes back to the beginning wide shot of the boys room, with his mom coming over to him to join him on his bed in this discussion, a stark contrast to the health class man who gave the boy a stern lecture. The boy has lowered his phone and moved his body to face his mother. He is very obviously interested in what his mom has to say which is again, a very stark contrast to how he reacted when the health class man presented him with this information, as his phone remained up the entire time. More text has also appeared on screen, with the organizations that created this video appearing on screen. The narrator comes back to ask parents to talk to their children about this information today. The video ends with the mother and son having that discussion.