FCB promotes smoke alarms in new campaign

Fire and Emergency New Zealand and FCB NZ have launched their new campaign, “Firefighters Don’t Like Fire Movies”, showing how people are complacent about smoke alarms and the speed of house fires because they’ve only seen Hollywood’s version. 

Hollywood tends to show characters stepping through neatly flaming doorways and people heroically running back in to save their children. But that’s not how it goes in real life – and no one knows that better than firefighters.

National Advisor Fire Risk Management Pete Gallagher says: “What the movies don’t tell you is that it’s the smoke that incapacitates people in real house fires. You don’t have time to talk or plan heroic escapes.”

FCB Executive Creative Directors Peter Vegas and Leisa Wall say the campaign was a new take on the category.

“We were instantly taken by this fresh new insight and the team have brought it to life beautifully.”

The 60” TVC was shot by Wade Shotter of FINCH. 

“My main focus was to bring the powerful voiceover to the screen in a sensitive way that invited the viewer to feel, rather than telling them to feel.”

The spot features Aaron Jackson, a Shortland Street actor and fulltime firefighter at Auckland’s Ellerslie Station.

A Te Reo version will also screen on Maori TV.

FCB have partnered with TVNZ to show a Fire and Emergency warning before four Hollywood movies featuring misleading depictions of fires. These films will play on Saturday nights on TVNZ 2 at the end of March and into April. 

The campaign also includes online video, social, digital, post-trailer cinema ads and placements in online movie environments flicks.co.nz and NEON.


Client: Fire & Emergency NZ

Agency: FCB New Zealand

Media Agency: FCB Media

Production Company: FINCH

Director: Wade Shotter

Executive Producer: Rebekah ‘Bex’ Kelly

Producer: Sarah Cook

Casting: Catch Casting

DOP: Ziga Zupancic

Offline editor: Nathan Pickles

Online: Creature Post

Sound design: Nick Buckton

Original Soundtrack: Arli Liberman

Craft – Press: Ben Lockwood, Craft Shop

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