A new campaign uses humour and awkward death scenarios to get South Africans talking about the one thing too often avoided, writing a will.
South Africa (26 June 2025) – People would definitely talk at your funeral if you spent your dying moments in an awkward position; from keeling while stuck in your stretchiest yoga pose, getting trapped by the bench-press or lining up the perfect golf swing only to be whacked by lighting are all pretty awkward ways to go. The most awkward of all is that death doesn’t wait for people to get their lives sorted out.
You must be thinking, “Hey, Good Things Guy, why all the doom and gloom?”. We know death is a touchy subject, but so is leaving your family in an awkward position when you go. Capital Legacy recently launched a new advert campaign “Don’t Die in an Awkward Position” as a way to make people laugh, but spark the important conversation about how to support your family when your time comes.
Don’t be a Chad!
According to Capital Legacy, 70% of South Africans pass away without a valid last will and testament in place. We get it, talking about death isn’t easy, which is why most people avoid it until it’s too late. Without a will, you leave your family to deal with the confusing legal and financial questions, which can lead to them stressing instead of mourning, cause family feuds or worse, see your assets go to the wrong people.
The new campaign uses awkward yet humorous and oddly relatable deaths as cautionary tales to remind audiences that death can catch anyone, anywhere. And if death catches you without a will, the real awkwardness for your family begins.
“It’s provocative, yes. But it’s intentionally designed that way to stand out, cut through the clutter and shift behaviour. To get South Africans talking about wills. And more importantly, writing them.” – Grant Fietze, Head of Marketing at Capital Legacy
Don’t be a Bianca!
So yes, we are having a giggle at the campaign showing people dying doing yoga, weightlifting, playing golf, and taking a selfie with an elephant. Why? Because South Africans have this incredible ability to laugh at the dark stuff.
Plus, after the laughter, people are stopping to think, and to talk about the one thing that not enough people are talking about: death.
“Our entire business was founded on doing things no one had done before. Talking about death is such a difficult thing and often avoided so we have to push boundaries to get more South Africans to sort out their wills. If this campaign helps start that conversation, it will have done its job. Yes, it’s a bold campaign, but it’s all in the name of making the loss of a loved one easier for those left behind.” – Craig Harding, CEO, Capital Legacy
Don’t die in an awkward position. Don’t die without a will.
You can find out how to protect your family from those awkward moments with Capital Legacy here.
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