ITV's Good Morning Britain hit with backlash over 'unsettling' death advert

Good Morning Britain viewers were left feeling rather uneasy this week after a "creepy" advert left them utterly baffled, slamming it as "messed up".

In the midst of Ed Balls and Susanna Reid's usual banter on the ITV show, an unexpected advert for Pure Cremation took over the screen and it certainly made an impression. The peculiar ad featured a man enjoying a soak in the tub while chatting to his wife outside the bathroom.

"Cup of tea, love?" she calls out, only for the conversation to take a turn towards the "lovely" funeral they had just attended for their friend Milly. From the bath, the husband remarks: "They did Milly proud," but is quickly corrected by his wife who points out: "She did them proud, having a cremation already paid for!"

The man in the bath responds: "Aye. We need to buy our funeral plans."

Curious, the wife enquires about the service provider, leading the husband to disclose that it was Pure Cremation, touting it as "Britain's most popular funeral plan! It saved Milly quite a bit of money. And the savings paid for the send-off," reports the Mirror.

He then reminisces about the "lovely buffet" with evident pleasure, calling Milly a "smart cookie". His wife concurs, suggesting: "We should get our funeral plans sorted."

He jovially adds: "Even though we've many years left!" This prompts the couple to consider ringing Pure Cremation to arrange their own plans.

The advert wraps up with the wife exclaiming: "Perfect!" while the husband fondly recalls: "Like those sausage rolls..." Viewers couldn't help but find the focus on free nibbles at a friend's funeral more than a little strange.

Social media is abuzz with viewers expressing their shock at the controversial Pure Cremation advert. One user exclaimed: "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 chimed in, saying: "Glad I'm not the only one who finds that absolutely terrifying. He's so casual!" A third person pleaded: "Can Pure Cremation please just f*** off. Life is hard enough without [them] reminding us we're going to die every ad break!"

One viewer humorously remarked: "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!"

A different viewer couldn't resist commenting: "The new Pure Cremation advert with the bloke in the bath talking to his Mrs through the door. WTAF?" Meanwhile, another added: "The Pure Cremation TV advert is like a set up for a murder!"