Bare unveils ‘The Most Bare Funeral Ad Ever’ in first campaign from creative agency Born
In a move to challenge the conventions of the funeral industry Bare, in collaboration with creative agency Born, has launched its new campaign “The Most Bare Funeral Ad Ever”: a campaign that rejects well-worn funeral ad clichés in favour of authenticity and transparency.
Founded in 2019 by Sam McConkey and Cale Donovan, Bare was born out of a desire to improve the funeral industry, which, through personal experiences of loss, they found to be opaque, overly complicated, and unnecessarily costly. Driven by a mission to simplify, personalise and reduce the cost of funerals, Bare has introduced a service model that prioritises clarity and affordability for Australian families during their most challenging times.
Born was appointed by Bare earlier this year, with the brief to develop a campaign that communicated Bare’s core brand proposition, Hard, made easier.
Says David Coupland, co-founder and strategy director, Born: “We have always admired Bare, and so being given the chance to work with them on their first ever TVC was a real privilege. Through our discussions, it became clear that the most authentic way to convey what makes Bare different, was to just let Sam and Cale speak directly to the audience. The story Bare needed to tell was not just about what they do, but why they do it. This campaign was designed to relate to their baby-boomer audience, a generation who are often mismarketed to, and who resonate with narratives that include themes of resilience, perseverance, and authenticity.”
As a result, “The Most Bare Funeral Ad Ever” takes a markedly different approach from typical funeral service advertisements. By doing away with the usual sombre imagery and melancholic music, the campaign instead focuses on a straightforward, unembellished message delivered by McConkey and Donovan themselves. Filmed in a minimalist setting, the founders discuss Bare’s philosophy and the personal motivations behind their service, emphasising the importance of transparency, affordability, and simplicity in funeral arrangements.
Says McConkey: “From day one, our mission at Bare has been to strip back the layers of complexity and cost that have clouded the industry for too long. With ‘The Most Bare Funeral Ad Ever,’ we’re inviting people into an honest conversation about what funeral services can be—simple, affordable, and focused on the needs of the families we serve. Partnering with Born has allowed us to articulate this vision in a way that we believe will resonate deeply with Australians. It’s not just about changing an industry; it’s about changing the experience of one of life’s most significant moments, making it more authentic and accessible for everyone.”
The TVC, produced in collaboration with indie production company Last Humans, is just one component of a broader campaign strategy that includes print, and digital elements, all designed to reinforce the message that funerals can and should be approached differently.
Client: Bare
Co-founder: Sam McConkey
Co-founder: Cale Donovan
VP of Marketing: Kacy Ratta
Agency: Born
Creative Director: Jenny Lennon
Strategy Director: David Coupland
Production Company: Last Humans
Creative Director: Jenny Lennon
Producer: Autumn Loveday
DOP: Matthew Cresswell
Editor: Mariam Raymone
1st AC: Josiah Atkins
Gaffer: Nik Damaniakis
ELX #1: Blake Hull-Moody
Sound: Joseph Dutaillis
Make-up: Lucy Jackson
Runner: Thea Hayes
Photographer: Tim Jones
Digi Operator: John-Paul Westlake
Stills Assistant: Joey Clarke
14 Comments
Is this for real?
We’ll see the long term impact of how no service funerals impact on grieving in the not too distant funeral. Funerals are important occasions for loved ones to gather together, remember the deceased and to continue along the journey of grief.
Turkey of the week.
I feel like these guys are more about building themselves as a brand, rather than the brand itself.
Did these guys just PR an entire “I told you so” campaign? On what planet does it makes sense to develop a campaign about yourself, as founders, instead of telling us the story of what your business actually does. Why does the industry not welcome you? What do you do better?
Way to make it all about yourselves
Why make a one-minute spot that talks about how you’ve revolutionised the industry and made it cheaper for your customers, without telling us how? What corners do you cut? Seems like an expensive way to pat yourselves on the back.
Great company and compelling guys. But not quite their first TVC. They’ve done a few.
that this is a campaign that went through rounds of approval. No way.
Come see how smart we are!
At how short sighted and under thought out the CB comments are. This ad was clearly not made for men in their 30s who work in advertising. If you’ve ever had to plan a funeral this ad will resonate. Be interested to know how it’s impacted brand metrics. My guess is that it will do well.
Not sure why all the hate. This ad makes a lot of sense – especially when you consider the industry, and how outdated its marketing is. A nice base to build on.
Sounds like you might be one of the men pictured above. The fact is that nothing about this campaign makes sense; a press ad that does nothing else except tell the rest of the industry that they are still here. What does the consumer take from that. They mention ‘innovative’ – innovative what? How? What’s the benefit? It’s poorly executed navel-gazing at best.
Someone with a personal axe to grind is loose in the comment section again.