Plan Now, Die Later

The challenge for the National Cremation Service is to get people to consider a sensitive subject: the disposition of their remains after they die.

“What’s your wish?” a new campaign conceived by Brains On Fire in Greenville, S.C., accomplishes that with tact and unexpected humor.

“One of the main issues is that survivors don’t know what to do,” said agency account executive Marion Mann. “Planning ahead answers that question.”

Three 30-second TV spots, which were test marketed successfully in Washington state for the Houston-based client, will air in Florida and Oregon later this year.