FCB & TVNZ fight fires

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AUCKLAND, Today: FCB has partnered with Fire & Emergency NZ to produce Firefighters Don’t Like Fire Movies – a project aimed at pointing out the importance of smoke alarms..

The theme is continued through a press execution, Return to Script Department.

Fire Risk Management national advisor Pete Gallagher said the campaign will appear in environments “where the movie comparison works hardest”.

“You have fewer than than three minutes to escape a house fire, or you die,” Gallagher said. “And the difference between those two endings … is having a working smoke alarm. 

“But people are complacent about smoke alarms and the speed of house fires, because they’ve only seen Hollywood’s version.

“The will also feature before four Hollywood moviesT that show characters stepping through neatly flaming doorways, people heroically running back in to save their children and everyone making it out just in time.

“But that’s not how it goes. Fire gets real, fast. And no one knows that better than the firefighters who’ve seen the real story.

“Fire gets real, fast. And no one knows that better than the firefighters who’ve seen the real story.”

“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 ECDs Peter Vegas & Leisa Wall said 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,” Wall said.

The 60” tvc was shot by Wade Shotter of Finch. “My main focus was to bring the powerful voiceover toea the screen in a sensitive way that invited the viewer to feel, rather than telling them to feel,” he said.

The ad features Aaron Jackson, a full-time career fire  fighter at Ellerslie Station in Auckland (and Shortland Street actor). The spot launched yesterday, and a Te Reo version is screening on Maori TV.

FCB Media has partnered with TVNZ to produce a ‘warning’ screen that will run before four Hollywood movies featuring misleading depiction od fires.

These films will play on Saturday nights on TVNZ 2 later in March and April. In addition, this campaign includes online video, social, digital, post-trailer cinema ads, and placements in online movie environments: flicks.co.nz and Neon.

About Fire and Emergency NZ

  • Established in 2017, Fire and Emergency NZ is a unified fire organisation that brings together New Zealand’s urban and rural fire and emergency services.


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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