This ad was made to tell everyone about a Government leaflet, worryingly called ‘Preparing for Emergencies’. In the wake of the September 11th attacks in America, the UK Government wanted to be seen to be doing something and so a door drop was produced outlining what was being done to prevent terrorist attacks as well as giving people pointers on what to do should something bad happen. We did actually write this leaflet, but by the time it had gone round all the departments in Westminster it was hard to claim any of the words within the final leaflet were ours at all. The commercial itself is something we’re pleased with though as the brief was quite tough: namely informing people of potential disaster without alarming them. We think we got the balance just right.