Diary: Pick of the week - RKCR/Y&R - Fire Safety ad

Kate Nettleton found herself reaching for the smoke alarm test button after watching this new Fire Safety ad from Rainey Kelly Campbell Roalfe/Y&R:

"Not only is this beautifully shot but the juxtaposition of the tranquillity of the underwater imagery against the noise and smoke of the end shot as the house is engulfed by flames is really impactful. It drives home the message without appearing preachy." The ad was written by Mike Boles, art directed by Jerry Hollens, and directed by Dougal Wilson through Blink.