DCLG 'pull your finger out' by Euro RSCG London

The Department for Communities and Local Government has launched a 30-second TV spot featuring Julie Walters in an attempt to force viewers to immediately test their smoke alarm.

The ad, which will also be shown in 20- and 10-second versions, was created by Euro RSC London.

The idea behind the ad is to convince people that something can be done in the time it takes to watch the ad.