I work in medicine and I have used these on people (and tried it once to see how it was) they're very fucking strong. It's like inhaling cat piss that's on fire.

Can confirm. I also fainted once after donating blood. They used that stuff on me. The tv does get it right this time. It works very quickly, and is similar to getting a big whiff of ammonia. Pungent, sharp, yet kind of the same feeling like when your nose suddenly clears if you have a cold and can breathe again.

Edit: lol, I didn't know they were actual ammonia. Go figure. I'm trying to not light up the room so scrolled past the image at first.