When safety meets sucking up: Y&R's double whammy for the Fire Service

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  • November 3, 2014
  • Ben Fahy
When safety meets sucking up: Y&R's double whammy for the Fire Service

After M&C Saatchi closed its doors, Whybin\TBWA has been looking after the Fire Service's business. Now it's looking for a more permanent partner and, in an unusually forward move, Y&R has showed its stripes very publicly by producing a blasting season PSA that advocates fire awareness. 

Agencies regularly produce spec ads for pitches, but Y&R's managing director Steve Kane says he's never seen an ad created without the involvement of the client being shown on air. 

"We did it to demonstrate our thinking and how we would approach social change," he says. "It's just trying to show what we're made of and our commitment to the business. And it's a nice piece of comms that might have an impact." 

Y&R produced the ad in-house and MediaWorks is helping to get the message out there.

Y&R head of planning Jono Key says: “In our experience the best way to get people to change their behaviour is to make whatever action is required easy. So the spot calls on people to take one basic precaution, while at that same time acknowledging that Guy Fawkes should be fun.”

​Speaking of fireworks, Hell Pizza's clip to promote its potentially risky but probably very successful promotion has been banned from Facebook. 

As it posted on its Facebook page: "Your ad wasn't approved because it violates our Ad Guidelines by featuring an image containing excessive amounts of skin or suggestive content. We do not allow images that depict people in explicit or suggestive positions."

  • This article originally stated that Clemenger BBDO had been looking after the Fire Service, but it's looking after Police. 

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