PFG, France's leading funeral services network, will be advertising on television from Monday September 28, with a Serviceplan spot that sums up in 30 seconds the company's mission for over 175 years: to provide efficient, humane support for people before, during and after the funeral of their loved ones.


If we say it several times a day, it's because the word "goodbye" is part of life. And the same is true of the last one. To illustrate this idea, which re-anchors the final parting in life itself, Serviceplan has devised an advertising narrative that lists a whole range of "goodbyes" and delicately recalls PFG's expertise in accompanying loved ones at the moment of the final goodbye.


The calm, reassuring tone of this film expresses PFG's expertise, support and proximity - in a word, its humanity - without giving in to the temptation of nostalgia. The company's commitment to those going through the ordeal of bereavement is summed up in the spot's tagline: "PFG, accompanying you, and beyond".