Euro RSCG ad offers a deathly reminder about alarms check

The Government is backing a new fire safety message with a £2 million ad campaign breaking this week. The ad, on behalf of the Office of the Deputy Prime Minister and the National Community Fire Safety Centre, stresses the importance of testing smoke alarms.

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.

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