smooth rejects funeral advertiser

smooth 91.5 Melbourne has rejected an advertising campaign for a Melbourne funeral parlour, saying that it does not fit the feel of the easy-listening format.

Kingston Funeral Services has been a significant advertiser on 3AW for a number of years. With smooth's strongest demographic share being 55-64, Kingston's Paul Custance said he wished to move the company into the FM environment.

Custance has told Fairfax, operators of 3AW; “They’re (dmg) saying it’s not appropriate, it will upset their listeners. They won’t accept funeral advertising. The sales rep was crying.”

He went on to say that Kingston Funerals planned spend with dmg would be a minimum of $400,000 annually. Kingston own Nightingale Funerals, Kingston Funerals and Browne Brothers Funerals.

dmg confirmed to Fairfax that the creative was rejected; 

“No money was discussed at all. The creative did not fit the feel of smooth fm’s easy listening format. We’re still happy to look at another creative.

“We definitely haven’t knocked it back and we are happy to work with the company on the creative.”

The ad features no voice-over, and is an easy-listening 30 second song.