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Unsavoury campaign to get more people frying
17 Jan 2004 by Matt Knight
The phrase "turning in one's grave" was given new meaning this week as a new government advertising campaign got underway.
With Britain's cemeteries almost full, the government hopes that a series of controversial new adverts will encourage more people to have their remains cremated instead of being buried.
Produced by Saatchi, Saatchi, Dave, Saatchi & Saatchi, the advertising campaign – aired on ITV – shows JCBs smashing through cemetery gates and then digging up headstones and turf. Dubbed over the footage is the Bee Gees hit "How Deep Is Your Love?" At the end of the advert a deadpan voice says: "If that hasn't put some fire in your belly, a cremation will."
An alternative advert – which will be screened tonight – utilises the smash hit record "Blaze of Glory" by Bon Jovi and the voiceover talents of Mr Bon Jovi himself, who suggests: "Why don't you go out in a blaze of glory? Get cremated."
A nationwide billboard campaign will start next week with celebrity endorsements from well-known fire-starter Keith from The Prodigy and flame-haired song-ruiner Mick Hucknall. The posters have the celebrities peeking their heads through a thick velvet curtain with a speech bubble saying: "I'm a fan of the flames".
The Elvis hit "Burning Love" will accompany the radio advertisements and will run from next week.
Last night, Prime Minister and all-round fight-picker Tony Blair defended the government's position. "Look," he said, "I'm happy to bury any evidence, rebels... or Tories, for that matter. But that's all." Not one to miss a sound bite he finished by saying: "Where there's smoke, there's pyre".
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Wow, look at this!
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