London Fire Brigade [00:20]# A woman sitting in a most comfortable looking armchair and smoking a cigarette. She yawns, gets up and leaves the room. The cigarette butt falls onto the chair and catches fire. VO: “if your foam furniture catches fire, a smoke alarm will warn you at this point.” Freeze-frame on the smoldering chair and a beeping sound. VO: “if you haven’t got a smoke alarm” – the first flames now start to appear – “you won’t find out because all foam, even new foam which doesn’t turn as easily, silently gives off poisonous cyanide gas.” The chair has now literally turned into an evil-looking monster spewing flames all over the room. VO: “Which is why hundreds of people without a smoke alarm who thought they’d wake up didn’t” Cut to smoke alarm. VO: “It’s not an early warning. It’s the only warning.”