Powerflame is a brand that had adopted the motto “making fire safe”. The brand distributes products such as specially designed safe gel fuels for fondue burners, fire starters for

fireplaces, and wood-wool grill starters. The advertising idea: Powerflame makes a fire so safe that firefighters basically have nothing left to do. However, the resourceful

firefighters will not allow this

to happen. The documentary-style TV spot shows how a fire chief and press spokesman defend the firefighters’ new spectrum of