In “Funeral Director,” a man sits down with a funeral director to make arrangements and begins to realize how many unexpected costs are involved in a funeral. As the director walks him through the details, the man humorously reacts to each new expense — from the casket, to the vault the casket goes into, to the cemetery plot, and even the cost per letter on the headstone. The scene balances humor with uncomfortable honesty, showing how quickly expenses add up during an already emotional time. The spot reinforces the campaign’s core message: many families don’t realize the true cost of saying goodbye until they’re faced with it.