When the pensions of the London Fire Brigade are threatened by new reforms upping the age of retirement, Russell Brand brings together the Yes Men and local firefighters, one of whom is a childhood friend. Andy decides the ticket to massive publicity is to create a hoax video of a dog being accidentally blown into a raging inferno by aging firefighters, at a public demo of their abilities. Who wouldn't click on a video like that? Well, as it turns out, nobody would. And while the intent was to turn outrage at animal cruelty into support for London's bravest, or whatever, it was simply an expensive, dramatic, fun failure of project.