Dancing pallbearers sell Day of the Dead bread in San Luis Potosí

A bakery in San Luis Potosí is using dancing pallbearers to market its Day of the Dead bread, a marketing effort that has succeeded in drawing attention to the bakery and its product. A video of four men carrying a cardboard coffin emblazoned with La Superior bakery’s logo and dancing on the sidewalk while raucous electronic music plays in the background has been circulating on social media this week.