Don’t drowned in smoke?


I have to admit, this spot for U.K. fire safety is visually gripping. It was shot entirely underwater – which makes it even more interesting in a “How’d they do that?” sort of way. And after the VO explains it to me, I get the premise and analogy. But for a topic filled with so much potential emotion, it just leaves me flat.

Maybe it’s because the water scenes, while supposedly representing a burning, smoke-filled house, are so peaceful and beautiful. Maybe it’s the slow piano music. I don’t know.

All I know is that I leave the spot thinking, “What was that for and what did they want me to do?”


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