U.K. fire-safety ad filmed totally under water

The British government is raising awareness about house fires with the TV ad above, filmed entirely under water at Pinewood Studios. The message is that toxic smoke is much like water in its ability to hinder one's breathing and quickly incapacitate a person. But it makes for a bit of a mixed visual metaphor, as viewers inevitably think of a fire starting under water. That's not going to happen, unless you live in Lake Erie.