Ladder, the company offering flexible life insurance in minutes, is announcing the launch of its first brand campaign on the heels of a $100M fundraise. Created via FRED & FARID … read moreLA, and directed by award-winning director and costume designer Casey Storm (of Spike Jonze and David Fincher credits), Ladder’s “So Good” campaign is built around a unique consumer insight: almost 1 in 2 couples with life insurance joke about taking each other out for the payout, according to a recent survey of 3,000+ respondents. Centering on a family who has booby trapped their home, the spot shows Dad expertly navigating his normal day-to-day of dynamite sticks and children’s archery bows, all the while lovingly humoring his very “creative” family. The commercial feels immediately relatable, yet completely unexpected. It is that combination of familiarity and surprise that enables the brand to cut through the noise in a unique way.
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