Warning! Use only during emergencies or you may suffocate.

This man is not trying to suffocate himself. Instead he is trying to save himself should a fire occur. The bag, which is supposedly fire-proof will protect the man's head (or face if you will) and give him breathing air for 5 min if he walks, or 3 min if he runs. Now why didn't i think of that... So maybe firemen will have bigger bags over their heads. But shouldn't they come with some warning labels that reads something like: it's not a toy so don't put it over your head, unless during emergencies.