HONEST, AFFORDABLE CARE

SCI is the largest funeral services chain in the U.S. They had never done a TV commercial before, and came to us in search of how to tell a difficult story in a relatable manner for their new value brand Advantage, launched in response to increasing competitive pressures to provide a full-service funeral or cremation at a lower price.

This gave us an opportunity to help Advantage recapture customers otherwise lost to cheaper competitors.

We started by identifying prospect barriers: the perception that funeral planning is complicated, carries a high price tag, is not worth the money spent, etc. And we understood what a difficult time this is for families, something we needed to be sensitive to. But positioning Advantage as a compassionate, honest, affordable provider, and executing in an unpretentious, restrained, friendly style could help us overcome these barriers.

From tone of voice to messaging, to the style and execution of the animation, I led the teams that helped launch the Advantage brand to a nation-wide audience and become a leader in the value funeral and cremation services industry.

Concept, Story Development, Animation Direction, Copywriter, Creative Director, Director

Agency: REP Digital