The Co-operative Funeralcare "smile" by Leo Burnett
The Co-operative Funeralcare has launched a commercial shot by Peter Cattaneo, the Oscar-nominated director of The Full Monty. In the ad, a bereaved wife travelling to her husband’s funeral is driven past his favourite fishing spot, where fellow fishermen bow to pay their respects. It attempts to illustrate how The Co-op views a funeral as "more than just flowers, cars and music. It’s about finding those personal touches." The campaign, which includes TV, press, radio, outdoor and digital activity, was created by Leo Burnett. The actress Katherine Kelly provides the voiceover. The work was written by Graham Lakeland and art directed by Richard Robinson. The production company was Academy.