Take a deep breath

Read a long copy ad that will leave you gasping

Two minutes and 45 seconds. Doesn’t sound very long, does it? Yet that’s the amount of time free diver Sofía Gómez needed to hold her breath in order to break the world record. To celebrate Sofía’s achievement in her native Colombia, her sponsor BBVA – the bank – and its agency DDB published a statement in El Tiempo newspaper. Readers were challenged to hold their breath while they read it. And since it took exactly two minutes and 45 second to get through, they soon realised their lung capacity was no match for Sofía’s