McCann returns London Fire Brigade to TV

The London Fire Brigade is returning to television advertising with

a new campaign through McCann-Erickson London.

The drive will run on London Weekend Television for the next year, with

a different ten-second execution being used each month. The campaign

attempts to shock Londoners into installing smoke alarms by reporting a

running tally of the number of people killed each month because of house


All of the ads follow the same format, showing different everyday

objects, all scarred by fire, against a stark white background.

Telephones, mountain bikes and vacuum cleaners will be accompanied by a

list of those who have died in the previous month, while the voiceover

explains the need for an alarm.

The ad will first air in the commercial break for London Tonight on 9

November, and is linked to a special feature in the news broadcast.

The service has previously used poster campaigns in an attempt to drive

take-up of smoke alarms, particularly among members of the Asian


"The campaign is simple but effective," the London Fire Brigade's senior

divisional officer, Ian Hughes, said. "Just by highlighting normal,

household objects that everyone can relate to, we are communicating the

horror of a fire and the damage it can do to people's lives."

The campaign was written, art directed and directed by Damon Hutson

Flynn and produced by Mick Niggar for 24 FPS Films. Media planning and

buying is through Universal McCann.

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