What was Egg Films thinking? This award-winning South African production house responsible for several corporate commercials and short films created this video for ‘The DNA project’, a local “not-for-profit company committed to advancing justice through the expanded use of DNA evidence in conjunction with a national DNA criminal intelligence database.” The Project prides itself on making this ad which, they say, “creates conversation,” because “it is paradoxical: a cigarette saves lives in a commercial where the lead woman dies.” If any conversation ensues at all, I’ve got a feeling it will not be about its intended message to “never disturb a crime scene,” but rather about its framing which feeds into a fear-riddled white South African state of mind.