There's a Good Reason This Ad Is So Upbeat About Death

In fact, all that really happens when you put off decisions about death is that your loved ones end up stuck with making choices for you in absentia, which is an added stress they really don’t need stacked on top of the grief and other logistics.

That’s why Saatchi & Saatchi London and U.K. nonprofit Marie Curie, named for the famed scientist who researched radiation and focused on helping those with terminal illness, have created a new campaign aimed at joyously erasing the stigmas around talking about death.

“Whatever you call it, we should talk about it” is a light-hearted and brightly colored spot that imagines literal interpretations of expressions for death, such as “kick the bucket” or “take your last bow.”