Ad agencies considered death to be a taboo and avoided using themes of death and mortality in their campaigns. But slowly the veil is being lifted from this taboo, and dying is being used to get the message across. Benetton uses AID’s patient on death-bed in its campaign. Nike exhorts us to play hard since life is short. Dead celebrities are used to sell several products like Diet Coke. Posthumous promotion has been attempted for several products.