In this appropriately eerie, blue-suffused film, the dangers of house fires are highlighted by likening a death by smoke inhalation to the respiratory effects of drowning. Shot underwater, the ad depicts a man and wife quietly asleep in their bed. Atmospheric shots of the pair's close environment - a child's toy floating down the hallway, a cup of tea on the bedside table clouding the water around it, bed sheets billowing in the current, the woman's long hair moving languidly like strands of seaweed - are accompanied by a voiceover, which explains: 'You'd think you'd wake in a house fire, wouldn't you? But just two to three breaths of toxic smoke and you're unconscious. Your lungs fill up, just like drowning.' The shot cuts to the same couple in bed but enveloped by a raging fire as the voiceover encourages viewers to test their fire alarms on a regular basis.