Without a working smoke alarm consider her dead.
Advertising Agency: M&C Saatchi, Wellington, New Zealand
Executive Creative Director: Dave King
Art Director: James Bowman
Copywriters: Dave King, Steve McCabe, Nicci Doak
Photographer: Stephen Langdon
Retoucher: Denny Monk
Account Services: Christina Mossaidis, Nick Baylis
Via: Bestadsontv
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21 Comments
consider her dead? please...
Idea is good copy is rude.
Say my name, say my name...
May seem a little exaggerated, but still. It's not uncommon to die in a fire. I like it; it's bold. Find nothing rude here.
This is not good
Let's keep advertising fun
the copy is terrible. The idea is first level
scary stuff, im not scared of fire, but the writer
not works for me
3 copywriters for this?... sorry, is not good at all...
bad copys usually take a lot of copywriters
I think the copy must be a culture thing - cause I don't find this rude at all.
(I'm from NZ)
You would think that at least one of the three writers would know there should be a comma after alarm.
The smoke is not well done.
Alarming!
its a rampant practice in advertising to sell the product by intimidating the consumer rather than alarming them engagingly..... god help the consumer.
smoke looks scary and unrealistic.
bad bad bad copy.
and her smoke alarm doesn't seem to be working either. she's still sleeping. zzz.
Nice copy...not rude at all. Perfectly appropriate for the message.
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I think; therefore I am
me likey.
withalltherespects
I think this is freaky and yea it does not take 3 writers to write line like this. Please!
who is paying for the ad? No logo, no nothing.
This was made by the New Zealand Fire Service.
They are mentioned in the title. But yes a logo is needed.
art direction and copy could have been better
Tragically, this ad gives the WRONG message. The copy states:
"Without a WORKING SMOKE ALARM consider her DEAD" Note: DOES NOT mention the word 'Photoelectric'.
However in another New Zealand Fire Service (NZFS) ad the copy states:
"When you're asleep you'll never notice the deadly poisonous smoke that silently suffocates you. Unless you have a working PHOTOELECTRIC smoke alarm."
See this ad by Googling 'new_zealand_fire_service_feet' Note: DOES mention the word 'Photoelectric'.
So why mention 'Photoelectric' smoke alarms in one ad (which is the New Zealand Fire Service's official position) and only 'Working' smoke alarms in this other ad?
The ionization type of smoke alarm in almost every New Zealand home (and hundreds of millions of homes around the world) have recently been declared to be "deadly".
The public must be given a clear, concise message - NOT Mixed Messages. When using the word 'Working' people think their existing ionisation alarms are OK. No - they are "Deadly".
The NZFS's Official Position on smoke alarms and CBS's 'Deadly Smoke Detectors' exposé are on The World Fire Safety Foundation's website.
We would very much appreciate any comments or feedback - thank you.
Adrian Butler, Chairman, former New Zealand fire Fighter, The World Fire Safety Foundation, Queensland, Australia (global not for profit that does not sell any products or services).