The Co-Operative Funeralcare TV campaign aims to get people thinking

TBWA\Manchester has created a new campaign for The Co-operative Funeralcare encouraging people to think about the type of funeral they would prefer.

The TV, radio, press and outdoor ads, aimed predominantly at people aged over 45, show seven individuals having very different thoughts on how they picture their own funeral.

Illustrating the diverse range of requests received by The Co-op, the ads show a woman revealing her wish for Elvis to sing her farewell and a rugby fan insisting the congregation dons his club's colours.

TBWA says it created the campaign following research which revealed that although many people are naturally extremely reluctant to consider the funeral of a loved one, they are more open to discussing their own.

Lorinda Robinson, head of marketing at The Co-operative Funeralcare, said: "Death is still a taboo subject for many people. We have created an advertising campaign which breaks down the barriers and encourages people to discuss their own funeral wishes.

“There are many ways that people can personalise their funeral from music to transport and flowers, it’s becoming increasingly common for people to choose to celebrate their life rather than it being a more sombre reflection."

The Co-operative become the first funeral provider to launch a TV advert four years ago.

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