American sports network ESPN has thrown new weight behind the 'only in America' argument. Its new spot 'Team Spirit' looks at the bizzare trend of sports-themed funerals, profiling deceased persons who literally took their favourite teams with them to the grave.
The eight-minute documentary is a shameless parade of the sporting obession plaguing America. It's a creepy, strangely-fascinating watch for anyone who's ever wanted to know more about the bizzare eccentricities American culture boasts.
The spot goes inside the doors of a not-so-traditional funeral home offering customised grave monuments and team-branded caskets. We're told stories of the deceased, introduced to reminiscing relatives and given intricate and unnerving details about their funerals.
The oddity of this trend however isn't entirely realised until we're told of a man who's dying wish was to appear at his wake to "look like he just fell asleep watching the game". This saw the deceased man put into a recliner and covered by his most-loved team's blanket, accompanied by of course a TV showing his favourite team playing.
And just when you thought it couldn't get any weirder, we learn of a deceased Nascar fan who finally got to go for a ride ... as ashes inside an urn.
The commercial was created by Wieden + Kennedy New York and forms part of ESPN's 'It's Not Crazy, It's Sports' positioning.
We could go on, but that would spoil the fun.
What do you think of the campaign? Let us know your thoughts in the comments below.