Story puts the fun into funeral planning with latest Golden Charter campaign

26^th August 2026 story_admin

Story has launched a new campaign for Golden Charter, one of the UK’s leading funeral plan providers.

Marking the third instalment of the ‘Planned by you, sorted for them’ platform, our latest work continues to use charm and humour to make funeral planning feel more approachable.

Making a welcome return is Sunny, the heirloom-loving dad from the brand relaunch campaign in 2024. This time, he’s faced with a rather different decision: which questionable jumper to buy. While he may be on his own with that one, thankfully there’s someone there to help when it comes to choosing his funeral plan.

At the heart of the new ad is Golden Charter’s network of independent funeral directors and the friendly, trusted support they provide. The creative positions a funeral director as a ‘personal planner for your send-off’, there to talk through the options and help people choose a funeral plan that’s right for them.

Once again, we teamed up with the brilliant Greenroom Films and award-winning director Ewan Fletcher, who were the perfect partners to help bring Sunny’s latest dilemma to life. Campaign photography and behind-the-scenes content came courtesy of the equally brilliant Nick Callaghan.

BTS: shooting on location in an unusually hot North Berwick. 📸 Nick Callaghan

The TV campaign rolls out across the UK in August 2026 and will run throughout the Autumn.

Heather Hughes, Head of Copy at Story, said:

“As a creative, it’s such a gift to take a subject that could so easily feel sad or serious and find the joy and humour in it. For the third time, I think we’ve created something really special: an ad that’s warm, funny and full of heart, while still working hard to show the benefits of planning ahead with a local funeral director. Roll on ad number four!”