An ad that compares drowning with dying of toxic smoke inhalation has scooped a prestigious advertising award.

Fire Kills, a government advertising campaign launched last year, has been awarded a Yellow Pencil award by D&AD.

The advert shows a couple sleeping while smoke fills up their home - only the scenes have been shot underwater. “Two to three breaths of toxic smoke and you are unconscious,” says a voice over, as the water - or smoke - causes a discarded newspaper to curl slowly upwards.

 Both actors had to have diving qualifications for the ad, which was created by agency RKCR/Y&R and Blink Productions.

Last year, the Communities and Local Government department said people vastly underestimate the impact of toxic smoke. A survey showed that almost half (48%) of people said they would be alerted to a fire by the smell of smoke and 43% thought they could survive in a smoke filled room for more than two minutes.