AUCKLAND, Tuesday: FCB and Fire & Emergency NZ have partnered with celebrity chef Josh Emett to remind Kiwis that unattended cooking is the main cause of house fires in New Zealand.
“House fires continue to be a major problem in our communities, and with New Zealand’s current lockdown meaning every meal is cooked at home alongside a mass of inevitable distractions, the odds are higher than ever before,” says Fire & Emergency advisor Peter Gallagher.
“We needed this campaign to quickly address the increased risk and remind Kiwis to switch off the stove top before they leave the kitchen.”
In a 30” spot, FCB films Emett at home in a cooking-show-style, where he is talking to camera while frying meat in a pan.
“The message needed to be simple. With no Uber Eats, takeout or fine dining, it’s old-fashioned home cooking for the conceivable future, which also means a heightened risk of kitchen fires.”
Before his cooking tip is disclosed, he is abruptly interrupted by a familiar sound for viewers – a door bell, kids’ voices and a dog barking.
He switches off the element, removes the pan from the stove and exits the screen where the audience is left watching the empty kitchen for an uncomfortably long 10 seconds.
When he returns in frame, he places the pan back on the stove, switches the element on again and points out how easy it is to get distracted while cooking.
The spot closes with Emett sharing a memorable behavioural prompt to ‘switch off before you walk off’.
“The tvc runs between noon and 9pm, tactically targeting viewers during peak cooking times.”
FCB CCO Tony Clewett said: “The message needed to be simple and clear. With no Uber Eats, takeout or fine dining, it’s old-fashioned home cooking for the conceivable future, which also means a heightened risk of kitchen fires.
“If we remember to switch off before we walk off, we can make all the difference.”
The TV spot will run between noon and 9pm, tactically targeting viewers during peak cooking times.
In addition to the TVC, a 15” cutdown will run across YouTube, OnDemand and social to speak to Kiwis when they’re most likely to be distracted.
CREDITS
Client: Fire and Emergency New Zealand
Product: Unattended Cooking
Marketing Manager: Kelley Toy,
Agency: FCB New Zealand
Production Company: FCB New Zealand
Sound Designer: Brendon Morrow/Starla Audio
Share this Post
