Russian funeral products manufacturer Favorit has launched a social media advertisement featuring a dark blue burial suit designed for grandfathers.
The promotional clip went viral online after being published on the company account on Instagram, showcasing a classic-cut outfit styled after fictional crime boss Don Corleone.
In the video footage, an elderly woman demonstrates the dark blue suit while explaining the features of the garment.
The presenter asked viewers what someone should bury a grandfather in so as not to feel ashamed. She noted that the sizing grid runs from size 58 to size 70 because oversized clothing is currently in fashion, before concluding that the suit was imba.
Youth Slang in Funeral Marketing
The term imba is a popular Russian youth slang word derived from the English video gaming term imbalanced. Gamers use it to describe a character or item that is extraordinarily powerful, and young people frequently use the word to describe anything of exceptional quality.
The advert appeared on the Instagram page of the Favorit plant. Instagram is owned by Meta Platforms, an American technology company that has been officially designated as an extremist organisation and banned within the Russian Federation.
The manufacturer described the dark blue suit as featuring the aesthetic of Don Corleone from the film The Godfather. Don Corleone was the mafia patriarch portrayed by Marlon Brando in Francis Ford Coppola's acclaimed 1972 crime film.
Luxury Brands and Novelty Coffins
The viral campaign follows earlier unusual releases in the funeral industry. In February, luxury brand Supreme created a stir on social media when it unveiled leopard coffins as part of its spring and summer collection.
Those bright red Supreme coffins featured lids styled with the luxury fashion house's brand name, while the interior of each casket was lined with leopard pattern fabric.
Supreme is an American luxury streetwear brand founded in New York, known for producing unconventional branded merchandise alongside its apparel lines.
