Unsexy Fireman Calendar Is Seriously Turning Up the Heat in 2022

The sexy fireman calendar is out—the unsexy fireman calendar is in. 

Innovative fire extinguisher brand Element is launching a new spin on the annual tradition which includes a host of unsexy and bored firemen who have been put out of business because its product is so damn effective. 

Robert Calisi, owner at Element, said: “We know that most people think there’s only one option for a fire extinguisher and they’re awkward in size and shape—kind of like Mr September—but the truth is that military, police, and special forces were using alternative technologies for many years that are substantially safer and more convenient to put out fires. We felt that everyone deserved to have these tools available to keep their families and property safe.”

The calendar, which was created in partnership with ad agency The Local Collective (TLC), is part of Elements first North American campaign—Putting Fires Out of Business. Each month comically depicts firefighters like Pensive Pete, Stacked Steve, and Laidback Larry, who can spend a little more time relaxing and focusing on their passion projects such as knitting or playing cards thanks to Element.

A percentage of sales from each Element Fire Extinguisher sold during the holiday season will be donated to National Fallen Firefighters Foundation and Canadian Fallen Firefighters Association.

Matt Litzinger, founder and chief creative officer at The Local Collective, said: "This campaign is meant to really put a smile on people’s faces. It’s such an innovative product, the design is fantastic and it’s a complete disruption of the category. 

“As their first ever campaign, we want to really show the product in a way you might not expect, keeping in mind that fire safety and those that protect us from it is serious business. It was important to put out a message that had a playful element to it, that would grab people's attention and quickly highlight that there is another solution to fire extinguishers than maybe we thought."

More than 388,000 household and outdoor fires are started in North America every year. Element is 80% smaller and 1/10th the weight of traditional extinguishers. It uses a tested and proven technology, created for the space program, that fights fires on the molecular level. By chemically interrupting the chain of combustion, Element safely and effectively puts out fires without the mess, toxicity, or danger associated with a traditional extinguisher.