PWLC fight the perils of fire

PWLC has produced a hard-hitting commercial for the South Yorkshire Fire Service, to highlight the importance of fitting a smoke alarm. The ad, which was directed by Pete Camponi and Rick Ward, features a voice-over by John Simm of \"The Lakes\" fame. Richard Ireland at Swerve Films in London produced the advert and the smoke effects were added in 3D over a three-month period at The Hive to illustrate that, in the majority of house fires, it is the poisonous smoke that kills people, not the flames.