Los Angeles, CA — Perhaps the most challenging category to advertise is one that everyone will need but nobody wants: funeral care. And if customer acceptance isn’t challenging enough, it’s harder still for ads in that category to be recognized as “Excellent” in the advertising community
Northridge, CA-based Marketing agency LA ads recently won the prestigious 2012 Telly Award for “Excellence in Local TV Campaign, Business-to-Consumer” for its client, Rose Hills Memorial Park and Mortuaries. The four- commercial campaign entitled “Legacy” features older adults thinking about their own legacies and what stories about them will be handed down to future generations. Each commercial concludes “Whatever your legacy, it deserves to be honored at a place as beautiful as Rose Hills Memorial Park.”
The first commercial features a grandfather looking over his photo album with his young granddaughter. As she flips through the pages, the grandfather reflects on how his life has had purpose and that’s what counts. The second spot shows an elderly female photographer considering that it’s her children and grandchildren that are her real legacy, not her pictures. In a third commercial, a grandmother plants a tree in her yard with the help of her 6-year-old grandson. She reflects on how this tree will grow and bring joy long after she’s gone, a shared legacy with her grandson. The last spot focuses on a teacher’s final day before retirement as he thinks about the number of students whose lives he has influenced over the course of his career
“We’re proud and excited to have these commercials recognized by the advertising community,” said agency president and creative director Dan Katz. “It’s especially gratifying because funeral care is a difficult category to begin with. We are thankful that Rose Hills has encouraged us to step outside the boundaries of traditional cemetery advertising, such as direct response or expected testimonials, and explore different paths. This Legacy campaign touches on areas more audiences can relate to and appreciate.”