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7 January 2022

Farewell fandango.

by Andrew MacGregor

Co-operative Funeral Services: “Dancing Lady” - 30s

It's easy to underestimate a piece of advertising like this. However, shrewd casting helps Co-op Funeralcare's latest appeal to a more ethnically diverse audience. While the brand's previous ad featured a white male motorcycle enthusiast, this one centres on a British Asian woman who loves disco and line dancing.

The use of photographs and home footage draw viewers further into the protagonist's story, as well as challenging perceptions about what a 'proper' funeral should look like.

So long as commercials like this resist the urge to say "we put the fun in funerals", we look forward to seeing what else the sector has to offer.

Creative Agency: Lucky Generals Ⓟ Ⓦ
Film Production: Another Film Company Ⓟ Ⓦ
Director: Steve Reeves Ⓟ Ⓦ
Editor: Scot Crane Ⓦ @ The Quarry Ⓟ Ⓦ
Offline Producer: Tor Adams
Music Supervision: Finger Music Ⓟ Ⓦ

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.