An advert that warns about the danger of house fires, but without any sparks of fire. This spot has been created as part of the Department of Communities and Local Government’s Fire Kills initiative.
The peculiar aspect of this spot is that it has been shot entirely underwater. The spot was shot at Pinewood Studios, the location of famous underwater scenes including the Venice sequence in James Bond film Casino Royale.
The advert metaphorically shows the dangerous nature of house fires and dispels the common assumption that the smell of smoke will awake them in time to flee a household fire. It features a couple in bed in a room completely filled with water. It shows that Like drowning, it only takes a couple of breaths of toxic smoke in a house fire to fall into danger.
