Schmidt & Bartelt: Easy Chair

When funeral directors share what they do for a living with someone for the first, the conversation often turns cold as the person is overcome with a feeling of "creepiness" that they just can't shake. Only the funeral directors at Schmidt & Bartelt come across as regular people you would call friend or neighbor. In order to reveal more of their personalities, we developed two TV spots that positions them as people easier to talk to--the funeral home that's makes you feel more comfortable discussing your thoughts and feelings regarding death.

To this end, we tapped into the role humor plays in the grieving process. According to experts, humor not only breaks tension in the air, but it can also make death seem less scary and intimidating by poking fun at it. So we shot the spots in a documentary interview style featuring seniors being "brutally honest" on the subject, which allowed us to introduce humor into the spots in an appropriate manner.

Advertising Agency: 1 Iron, New Berlin, Wisconsin, USA
Creative Director: Steve Yoder
Art Director: John Kirchen
Copywriter: Steve Yoder
Director: Bill Yunker /Icarus Films

April 2010


Molecule's picture
435 pencils

the characters are cute, but it's not clear that they are talking to funeral directors

atb2005's picture
13561 pencils

This is definitely not an easy or even pleasant subject. I like the approach here. I've seen elderly people poking fun at death myself..

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