Agency Network: 
April 2010

Advertising Agency: M&C Saatchi, Wellington, New Zealand

Print advertisment created by M&C Saatchi, New Zealand for New Zealand Fire Service, within the category: Professional Services.

Without a working smoke alarm consider her dead.

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

Comments (21)

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R U serious's picture
R U serious
Activity Score 418

consider her dead? please...

Idea is good copy is rude.

Say my name, say my name...

atb2005's picture
Activity Score 13557

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.

Shadow Ops's picture
Shadow Ops
Activity Score 148

This is not good

Let's keep advertising fun

Molecule's picture
Activity Score 435

the copy is terrible. The idea is first level

shitmonk's picture
Activity Score 465

scary stuff, im not scared of fire, but the writer

Hiperion's picture
Activity Score 3138

not works for me

pez's picture
Activity Score 1804

3 copywriters for this?... sorry, is not good at all...

alejulimaty's picture
Activity Score 842

bad copys usually take a lot of copywriters

J Designer's picture
J Designer
Activity Score 2420

I think the copy must be a culture thing - cause I don't find this rude at all.

(I'm from NZ)

vote4pedro's picture
Activity Score 4601

You would think that at least one of the three writers would know there should be a comma after alarm.

Tommy G.'s picture
Tommy G.
Activity Score 897

The smoke is not well done.

Critic's picture
Activity Score 271


raavigeorgian's picture
Activity Score 2444

its a rampant practice in advertising to sell the product by intimidating the consumer rather than alarming them engagingly..... god help the consumer.

jessehow's picture
Activity Score 37

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.

CurryJ's picture
Activity Score 953

Nice copy...not rude at all. Perfectly appropriate for the message.

I think; therefore I am

Adaddicted's picture
Activity Score 3435

me likey.


imagineit's picture
Activity Score 550

I think this is freaky and yea it does not take 3 writers to write line like this. Please!

perromalo's picture
Activity Score 429

who is paying for the ad? No logo, no nothing.

J Designer's picture
J Designer
Activity Score 2420

This was made by the New Zealand Fire Service.
They are mentioned in the title. But yes a logo is needed.

rawaa's picture
Activity Score 35

art direction and copy could have been better

Adrian Butler's picture
Adrian Butler
Activity Score 5

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).