Basic Funerals takes lighter approach with TV spot

There’s nothing funny about funerals. But that doesn’t mean that TV commercials about arranging them can’t have some levity. A new 30-second spot for Basic Funerals and Cremation Choices, a Canadian funeral home, showcases a unique service the company offers that allows people to plan a funeral online. (The company claims it is Canada’s first […]

There’s nothing funny about funerals. But that doesn’t mean that TV commercials about arranging them can’t have some levity.

A new 30-second spot for Basic Funerals and Cremation Choices, a Canadian funeral home, showcases a unique service the company offers that allows people to plan a funeral online. (The company claims it is Canada’s first internet funeral service company.)

The woman, defending online funeral planning, says online arrangements can often cost half of its traditional counterpart. That was an important point to make, said Eric Vandermeersch, chief executive officer of Basic Funerals and Cremation Choices.

“When you talk about funerals, obviously it’s a sad time, but there’s also a great element of celebration. We’re not trying to make light of the serious side, what we’re really doing is showing people that we’ve changed the model—it doesn’t have to be expensive anymore,” he said. “There is a lighter side of the industry and we’re not afraid to show it because it is the most important side of the typical funeral.”

He added that commercials he’s seen for other funeral homes lack in the entertainment department. “Usually, it’s the owner of the funeral home standing by a fireplace talking about how his family has been in the industry for six generations and it’s pretty boring to say the least.”

His company’s spot was produced in collaboration with its agency of record, Toronto-based RedFish Entertainment, who also handled the media buy for the spot.

The initial campaign, said Vandermeersch, is scheduled for three weeks, but will continue beyond that.

Brands Articles

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content

Mr. Sub selects Tag Franchise for a brand refresh

The quick-serve submarine chain is ready for change