"You are four times as likely to die in a house fire if you don’t have a working smoke alarm. For more information on the fire safety campaign, please check online at www.facebook.com/firekills."

RKCR/Y&R and the Department for Communities and Local Government are making an association between smoke alarm testing and the clock change, by showing stark imagery of clocks which have been destroyed by a fire.

'British summer time comes to an end soon. Make sure you don’t. When you change your clock, test your smoke alarm'

Ad Agency: RKCR/Y&R Client: Mary-Ann Auckland Creative Director: Damon Collins Copywriter: Mike Boles Art Director: Jerry Hollens Planner: Neasa Cuniffe Business Director: Nick Fokes Account Director: Graham Smith Agency Producer: Jen Fewster Radio Producer: Dan Neale Production Company: Director/Photographer: Giles Revell Producer: Stella Pye DOP: Andy Taylor Smith Post house: The Moving Picture Company VFX compositor: Toby Aldridge Editor: Zoe Izzard, The Moving Picture Company Sound Design: Radium Audio Media Agency: COI/M4C