A bold advertising campaign for Perth-based funeral services firm Just Cremations has attracted international commentary, being labeled “jaw-dropping” and “twisted”.

The radio and outdoor campaign by Riley Matthewson Public Relations, introduces the character of Jack and the notion of “No Fuss”.

Jack is seen sitting naked in the outback, with a fire burning behind him.

Clint Ford, senior consultant at Riley Matthewson and corporate affairs spokesman for Just Cremations, said: “We needed to speak straight to people who were ‘getting on a bit’, as Jack would say, and who are no fuss types, and we needed to do it in an original way.

“We needed to be different from the rest in the sector, and as we have often found that many Just Cremations clients are a little irreverent, Jack was born.”

US publication Business Insider dubbed the campaign “twisted” and “jaw-dropping”, while Connecting Directors, a US-based funeral publication, asked if the campaign “pressed the envelope a little too far”.