London Fire Brigade has criticised Sainsbury’s new Christmas advert that shows a turkey catch fire in a home that appears to have no smoke alarms.
The advert, which has already been a huge hit online, stars Mog the accident-prone cat, a well-loved character from books by children's author Judith Kerr.
The commercial shows the Thomas family asleep in bed on Christmas Eve, while Mog inadvertently starts two fires, but manages to dial 999.
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