The TV campaign, by Euro RSCG Wnek Gosper Partners, reminds people to check that their smoke alarms are working by showing what could happen if they forget.
The 30-second spot shows examples of a family's everyday forgetfulness, with the husband forgetting his keys, the wife forgetting to put the bins out and a forgotten umbrella in the rain. This contrasts with the consequences of them forgetting to check their smoke alarm. The father is shown sitting alone outside his burned-out house next to tributes to his dead family.
The endline, "Push the button, not your luck", urges viewers to test their alarms by pushing the red battery-testing button.
The ad was written and art directed by Olly Caporn and was directed by Steve Reeves through Another Film Company. Media planning and buying is through Carat.