Popular creative agency CLM BBDO has figured out an interactive way to promote wearing a life jacket. The website they created starts off showing two people talking to each other on a boat at sea. You soon realize the video is through the one man's perspective and you are "him."
"You" get thrown overboard by accident, and it is your job to use your mouse pad to try and swim back up to the surface and stay there. The website simulates the mental and physical fatigue that a real person would experience when drowning, and it is terrifying. Eventually you drown and the ad ends with the message, "At sea, you tire faster than you think," and then encourages you to wear a life jacket.