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How To Tastefully Advertise A Funeral Home | Leo Burnett for Co-Operative Funeralcare

The Co-operative Funeralcare, part of The Co-operative Group, unveils a new integrated advertising campaign today.

The campaign, which includes TV, press, radio, outdoor and digital activity, has been devised by Leo Burnett – lead advertising agency for The Co-operative. It is the agency's first output for The Co-operative Funeralcare, and has been developed following extensive consumer research.

The TV commercial was directed by Peter Cattaneo, Oscar-nominated director of The Full Monty, who has also directed ads for brands including Volkswagen, McDonald’s and The National Lottery.

In the ad, a bereaved wife is taken on a detour on the way to her husband's funeral, passing along a bridge that looks down over his favourite fishing spot, where fellow fisherman bow to pay their respects. The narrator tells us “a funeral is more than just flowers, cars and music”, and at Funeralcare it's about “finding those personal touches”, such as changing the route to prompt a happy memory.

Actress Katherine Kelly provides the voiceover and real-life Funeral Director, Lynsey Ward, from Funeralcare’s Bolton funeral home also stars. The first 40-second commercial will air on ITV and a shorter 30-second execution will also be circulated.

Lorinda Robinson, Head of Marketing, The Co-operative Funeralcare said: “The advert focuses on personalisation and The Co-operative Funeralcare's ability to deliver personal touches to make a funeral more memorable and respectful. The business has been a pioneer in TV advertising in the funeral industry and the new advert highlights how, as the UK's leading Funeral Director, we ensure that every funeral we arrange is completely personal and unique.”

Project name: The Co-operative Funeralcare: ‘Smile’
Client: Lorinda Robinson, Head of Marketing, The Co-operative Funeralcare
Brief: Co-operative Funeralcare wanted to show that the tiniest touches are important to their business of helping their clients as much as possible. This has been achieved in this script by diverting the hearse to show fishermen standing to show their respect to our heroine's husband.
Creative agency: Leo Burnett
Copywriter: Graham Lakeland
Art Director: Richard Robinson
Creative Directors: Tony Malcolm and Guy Moore
Executive Creative Director: Justin Tindall
Planner (Leo Burnett): Ian Hilton
Media agency: Rocket
Media Planner (Rocket): Faye Turner
Production Company: Academy Films
Director: Peter Cattaneo
Editor: Scot Crane, Quarry
Post-production: MPC
Audio post-production: 750MPH
Exposure: National television; Press, Outdoor, online
Press/Poster Credits:
Designer: Tim Fletcher

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