A row has erupted after a Russian undertaker used semi-naked women to advertise a funeral service.
Horonim undertakers in Moscow launched an ad campaign that features revealing black lingerie-clad models posing in (and next to) coffins.
The ad says: “We have our own staff of qualified agents, who supervise the organisation of the funeral at every stage - from paperwork to the rite.”
The stunt promoting the cut-price funeral service 'for all categories of citizens' has run on several social media platforms.
But the undertakers' advertisement provoked a backlash among people.
“Isn’t this blasphemy?” asked one commenter. “I think it is.”
Another said: “It’s horrible. They are out of their minds."
“The real horror is that people have lost all boundaries,” said a further comment. “The world has gone mad.”
One more commented: “Why do we need nude women to advertise something so private and sombre?
“It is tasteless and offensive to those who need to bury their loved ones.”
Another wrote: “There is nothing sacred left - you’ve gone completely mad….
“Advertising for death?”
It is unclear if the authorities will take legal action against the advertisements but they've certainly created a stir in the online community.
The firm's website gives the impression of a slick, luxury service with offers to arrange transport for any 'cargo' brought into Russia on an airplane.
Funerals can be provided for different religious groups including Orthodox (Christians), Muslims, and Jews and there are special services for military personnel, low budgets, and VIP guests.
Horonim's packages include various different types of coffin, ritual accessories, ribbons, transport to the burial place, wreaths, baskets, and ceremonial crosses.
Everything on Horonim's website suggests it's nothing more than a top-quality funeral service provider.
But according to Statista, mortality rates in Russia's rural areas have been dropping ever since 2005 (aside from the pandemic), so perhaps the undertakers needed an extra boost in revenue.
Charlie Metcalfe