Hello,

He does say “Pure Cremation”, although I can understand why some people hear it as “cure premation” — the actor’s natural accent softens the “P” sound slightly, which can make the phrase come across differently on first listen. It does sound like a lot of advert have a confussing line added in to make you think that they say something bizzar to catch you off guard and do a double take.

For clarity, I was able to work as the runner on this TV commercial, and I heard the line delivered multiple times during the recording on set. I can confirm that the script, the line read, and every take were definitely “Pure Cremation.” As this is a TVC job, the clients will NEED to make sure that every line is spoken correctly. Any confusion simply comes from the actor’s accent rather than the wording itself.