Client:

Lothian & Borders Fire Brigade

The Judge's verdict

"I like this ad because it's angry. This indignation is all the more powerful because it's suppressed under a layer of black humour as thick and slick as a crude-oil spill on a beach of baby seals. This is a dark but refreshing change from the nanny-knows-best tone of most safety messages and the Elvis gag is just the scorched cherry on the top."