Phase two of a cheeky advertising campaign by Perth-based funeral services firm Just Cremations has launched, after its initial push courted international attention earlier this year.

In January Just Cremations accused of pressing the “envelope a little too far” by a US-based funeral publication for its “No Fuss” campaign.

The ads, which featured a naked man sitting on a log in front a fire were also labelled “jaw-dropping” and “twisted” by other publications. Click here for more.

The second instalment of the campaign introduces the wife of “no fuss Jack”, ‘Margaret’, based on the insight that couples make a lot of these bigger decisions together.

Clint Ford, senior consultant at Riley Mathewson and corporate affairs spokesman for the brand says the campaign has worked because it uses humour to make a difficult topic easier to approach.

“Importantly, it’s not humour for humours sake, the proposition is clear. It also manages to attach ‘aspiration’ and ‘choice’ to selecting a ‘no fuss’ funeral and brand,” Ford said.

“Obviously, it’s very different to everything else out there which gives it instant cut through.”

The new ads feature Margaret joining Jack starkers on the log and her sharing a sneaky drink with him in the shed.

The campaign also includes radio ads with a beeped out word when Margaret says: “And I told them that old ******* Jack sent me”.

The campaign involves radio advertising in Perth as well as bus backs, billboards, digital and social.