We all know we would die someday but we don’t feel comfortable talking about it or have anyone shoving the idea of dying down our throats.

And its alright. Why dwell on the inevitable that you have no control of?

That feeling appears universal and that was why this London-based funeral company received a backlash after it tried to romanticize death in an ad.

The funeral price comparison site defended itself, saying it is breaking the "taboo" around death after the "edgy" adverts were banned by Transport for London.

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The firm, known as Beyond released a holiday-style ad that shows a couple running to the beach while carrying surfboards shaped like coffins.

The advert jokes about offering a £1,195 "one way" trip with "roasting temperatures".

Another is a mock flu medication ad and asks "headaches?", "aches and pains?", "sore throat?", before adding "better write your will then".

They should have known better not to joke over such sensitive subject as death.

One of the adverts even shows a young woman planning her funeral in the style of preparing for a wedding and features the caption: "For that perfect look on your big day."

The funeral price comparison site claims that "taboo" around death "creates an environment where bad actors can operate".

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