Tobin Bothers Funerals continues theme of creating celebrations of life in new TV campaign

Funeral business Tobin Brothers launches a TV campaign this week with the company aiming to portray the occasions as uplifting celebrations of life, with a range of people talking about what they want to have at their funerals.

The 30 and 60-second spots show people describing how they would like to be celebrated, including dress codes, what food they would request and what music should be played.

The ads were created by freelance creative Robin Geradts-Gill, who, since the ads were shot, has joined London-based digital agency Adjust Your Set.

The campaign follows Tobin Brothers “ongoing mission” to encourage people to “think differently” about funeral services and to stress how everyone is unique.

“What I hope these ads do is give people in the community permission to think more broadly  and creatively about their life celebration. We want every service to be as unique as the life being celebrated,” Tobin Brothers Funerals managing director James MacLeod said.

The spots form part of a broader campaign that includes four other TV ad spots featuring Tobin Brothers Funerals brand ambassador Denis Walter.

Geradts-Gill, who was behind Tobin Brothers’ successful ‘The Surfers’ TV spot in 2013, said the creative was again an attempt to move beyond the conservative nature of funeral marketing.

On a poignant note, Geradts-Gill revealed that his grandma who appeared in the TVC and said she wanted an inflatable waving arm man died unexpectedly just weeks after filming.

“Having her lay out her funeral plans turned out to be a very bitter-sweet coincidence,” he said. “And yes, we are in the process of organising an inflatable waver for her memorial service.”

Steve Jones


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