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

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves

Lexus gets Maclean’s cover treatment

Automaker gets in early on cover/table of contents offering

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors