Start talking about the end

Research shows that people not discussing their wishes for their own funerals makes it more stressful for loved ones when it comes to organising a send-off.

This heartwarming new ad for Co-op Funeralcare has been sensitively directed by Charlotte Regan through Knucklehead and looks to lift the stigma – hopefully making pre-posthumous party planning a normal part of life.

Shot in a way that drops the viewer into everyday, sometimes humorous, chats, the ad Start Your Conversation shows real people up and down the country chatting about how they want their last hurrah to be. 

From a window cleaner in Manchester who wants “one big party”, to a hiker with a hearing disability signing that she wants her poem to be read and a gathering of bingo-playing women discussing if one’s ex – or even exes – should be on the funeral guest list.