RSPCA warns of stress of fireworks in AMV ad

Abbott Mead Vickers BBDO has created a new cinema ad for the RSPCA, which warns of the dangers noisy fireworks pose to animals.

The commercial, which will air in the first week of November, is timed to coincide with Bonfire Night.

It illustrates how a dog's hearing is twice as sensitive as a human's by dramatically amplifying the volume of simple tasks associated with the lighting of fireworks, specifically striking a match or lighting a fuse.

The voiceover explains how the noise of some fireworks is as loud as a jumbo jet taking off and invites the viewer to "imagine what that sounds like to a dog".

The ad then dramatically ends just before the expected explosion of sound.

It ends with the line: "Buy quieter fireworks this bonfire night."

The commercial was written by Gary Walker and art directed by Huw Williams.

It was directed by Siri Bunsford through Large. Media planning and buying was through Rocket.

Earlier this year, the RSPCA accused the Government of missing an opportunity to prevent the sale of loud fireworks. The Government had passed legislation that made it illegal for retailers to sell fireworks louder than 120 decibels - equivalent to a jet aircraft taking off - to the general public. However, the RSPCA pointed out that this is the same maximum noise level specified in a voluntary code that was already in force.

The RSPCA instead recommends a more radical reduction - that fireworks should carry a maximum noise level of only 95 decibels.

The organisation has also expressed disappointment that the legislation does not apply to organisers of professional firework displays, who can continue to use fireworks louder than 120 decibels.

In November 2003, 90,000 people signed a petition in support of quieter fireworks, which was delivered to 10 Downing Street.

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