There’s a new celebrity reality show to make Brits smile, cheer and maybe shed a tear or two. Celebrity Send-Off chronicles the journey of three celebrity duos as they confront plan a loved one’s funeral.
Yes, the show is an advertising campaign, for UK funeral provider, Co-op Funeralcare, with Channel 4. The social-first branded entertainment series was creative agency by Lucky Generals with production company, Interstellar, and developed with Carat UK,
Celebrity Send-Off was triggered by a recent report commissioned by Co-op Funeralcare, Planning for Death. Less than half (45%) of people surveyed had openly talked about their funeral wishes with loved ones. It builds on the success of last year’s Talking Now Helps Your Loved Ones Later ad campaign and Let’s Start Talking podcast series. It marks a significant shift in the dialogue surrounding funerals, infusing the conversation with the influence of popular culture and Channel 4’s distinctive voice in societal discourse. The celebrities’ stories are told with genuine emotion, heartfelt sentiment, and a touch of unexpected humour, reflecting the multifaceted nature of life and loss.
The campaign aims to encourage the UK to start the conversation about their funeral wishes, letting friends and family know what you want when the time comes.
The first episode, featuring Happy Mondays and Celebrity Gogglebox’s Shaun Ryder and Bez, launched on July 3 on YouTube and goes live on social platforms on July 10. Two additional episodes, featuring Gogglebox’s Marcus Luther and his wife, Mica Ven plus former Olympian, Kriss Akabusi, and his daughter, Shakira Akabusi, will be released throughout July.
Mandip Mann, head of client marketing, digital & experience at Co-op Funeralcare, commented, “At Co-op Funeralcare we understand how difficult it can be for people to discuss topics related to death and bereavement, particularly with family and friends. However, talking about things such as your funeral wishes can help give loved one’s peace of mind later, making things that little bit easier during what is an otherwise difficult time.
“That’s why in working collaboratively with our agencies, Lucky Generals and Carat UK, alongside our social agency, Mullen Lowe, we’re so pleased to partner with Channel 4 in creating a content series that builds on the success of last year’s campaign and show the difficulties people can face when organising a loved one’s funeral without first knowing what they wanted.
“Through this series, we aim to normalise what can often be seen as a taboo topic, using a mix of entertainment to highlight just how much of a difference these conversations can make, as well as inspiring the nation to talk to loved ones about it today.”
Flora Kong, client managing director, Carat UK, added,“With Celebrity Send-Off, we are boldly addressing a traditionally taboo subject, bringing it into the public eye with grace and distinction. The campaign is poised to ignite a cultural shift, encouraging open dialogue about funeral wishes in a manner that is both respectful and engaging.”
Tom Prendergast & Joe Stamp, creative directors, Lucky Generals, stated, “Following the success of the brand campaign last year “Talking now helps your loved ones later”, we wanted to continue encouraging the nation to open up about their funeral wishes. Leveraging the power of popular culture and tasking celebrities with arranging a loved one’s funeral felt like the perfect way to do this. The series aims to shine a light on the challenges that can arise if you don’t have this conversation, but delivers it in an accessible, heart-warming and even humorous way.”
