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A new advert promoting a production company has a harsh reality to it; promoting a film company, the ad advocates becoming ‘less stupid’ by watching a film and consequently helping save the world from becoming a place where ignorance really is bliss.

The campaign parodies how seemingly self-obsessed our culture has become, showing paramedics taking selfies and discussing which filter they should use for the most ‘likes’ on social media instead of helping an injured man.

‘Wherever the world is heading, don’t go there. At least for two hours,’ advises the campaign, encouraging viewers to snap out of social media and spend their time watching a short film instead to broaden your horizons in a world that thinks less.

You can watch the advert in full below:

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