A graphic campaign, warning of the dangers of bonfires and fireworks, has been banned from being shown on early evening TV - because it is too scary.
The ad, devised by a Newcastle marketing firm, features a sinister vision of a charred and burning head.
The Broadcasting Advertising Clearance Centre (BACC), felt it was too much for young viewers and banned it from television screens before 1930 BST.
A modified version featuring the voice of "Fire" will be shown during the day.
The campaign is being led by Tyne and Wear Fire and Rescue Service, Northumberland Fire and Rescue Service and Northumbria Police in partnership with local authorities, the Ambulance Service and the NHS.
'Take notice'
The 30-second ad features "Fire" speaking in an hypnotic voice aimed to attract children. It took three days to create the prosthetic mask which represents the main character's molten face.
Kevin Hepple, community safety manager with Tyne and Wear Fire Service, said: "We wanted to create something that would make people sit up and take notice.
"You do not want to be scaring the life out of youngsters"
"In this year's bonfire campaign, we were keen to do something more to get the message across that playing with fire is dangerous."
Northumbria Police chief constable Mike Craik, said: "The advert is certainly hard-hitting and shows just how dangerous fire can be."
The BACC said it had to strike a balance between the needs of advertisers and the feelings of youngsters.
Newcastle-based marketing agency Different designed the visuals and developed the ad with Glasgow-based production company MTP and post-production company Serious.
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