Leo Burnett’s Funeral TVC for The Co-Operative

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.”

 

Credits

 

Project name: The Co-operative Funeralcare: ‘Smile’

 

Client: Lorinda Robinson, Head of Marketing, The Co-operative Funeralcare

 

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