Bare unveils ‘The Most Bare Funeral Ad Ever’ in first campaign from creative agency Born

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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.

Bare unveils ‘The Most Bare Funeral Ad Ever’ in first campaign from creative agency Born

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.

Bare unveils ‘The Most Bare Funeral Ad Ever’ in first campaign from creative agency Born Bare unveils ‘The Most Bare Funeral Ad Ever’ in first campaign from creative agency Born

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.

Bare unveils ‘The Most Bare Funeral Ad Ever’ in first campaign from creative agency Born

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