Good Morning Britain viewers gobsmacked over 'creepy' Pure Cremations advert

Good Morning Britain viewers were left feeling rather uneasy this week due to a "creepy" advert that has been described as "messed up".

In the midst of Ed Balls and Susanna Reid's usual morning segment in the ITV studio, an advertisement for Pure Cremations appeared during the break, causing quite a stir among the audience. The commercial features a man lounging in his bath, conversing with his wife outside the bathroom door.

"Cup of tea, love? " enquires the wife, which leads to a conversation about the "lovely" funeral service they recently attended for their friend Milly. From the bath, the husband remarks: "They did Milly proud," only for the wife to point out: "She did them proud, having a cremation already paid for!"

The husband agrees, noting: "Aye. We need to buy our funeral plans." Curious, the wife asks which company Milly chose, and the husband informs her it was Pure Cremation, adding: "Britain's most popular funeral plan! It saved Milly quite a bit of money. And the savings paid for the send-off."

With a grin, the husband recalls the "lovely buffet" at the funeral, calling Milly a "smart cookie". His wife concurs, saying: "We should get our funeral plans sorted." He then quips: "Even though we've many years left! " This prompts the couple to decide to contact Pure Cremation to arrange their own plans.

The advert concludes with the wife exclaiming: "Perfect " while the husband fondly remembers: "Like those sausage rolls..." highlighting the peculiar focus on the complimentary refreshments at their friend's funeral.

I'm A Celeb viewers have taken to social media to complain about a new advert for Pure Cremation which many are calling 'terrifying'. The ad features a man casually discussing his death wishes with his wife from a bubble bath.

One disgruntled viewer wrote on X: "This Pure Cremation advert of the guy in the bath talking about how he wants a cremation when he dies is properly messed up." Another said: "Glad I'm not the only one who finds that absolutely terrifying. He's so casual!"

Others were also baffled by the concept, including one viewer who said: "I'm down with the excellent extended family and exploring daytime telly. The adverts though Pure Cremation service. Vaginal dryness creams. Cystitis remedies. The weirdest thing was that the Pure Cremation advert was delivered by a bloke in a bubble bath!" Another added: "The new Pure Cremation advert with the bloke in the bath talking to his Mrs through the door. WTAF?"

Someone else joked: "I'm down with the excellent extended family and exploring daytime telly. The adverts though Pure Cremation service. Vaginal dryness creams. Cystitis remedies. The weirdest thing was that the Pure Cremation advert was delivered by a bloke in a bubble bath!" Many pleaded with the company to stop showing the ad, with one writing: "Can Pure Cremation please just f*** off. Life is hard enough without [them] reminding us we're going to die every ad break"

Another viewer shared their concern, saying: "The Pure Cremation TV advert is like a set up for a murder!"