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Top 6: April 20th 2022
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Ladder: CrocodileTop 6: April 20th 2022
The insurtech launches second installment in debut brand campaign, staking its position as the next generation life insurance brand. Ladder, the company offering flexible life insurance in minutes, today released "Crocodile," the second installation of its "So Good" brand campaign - a series of humorous and memorable films built around the unique consumer insight that almost 1 in 2 couples with life insurance joke about taking each other out for the payout. Created in partnership with creative/culture agency FRED & FARID Los Angeles and award-winning director and costume designer Casey Storm (of Spike Jonze and David Fincher credits), the new film stars the Ladder mom unleashing another inventive plot on her beloved husband: this time with the ruse of a romantic parental rendezvous and a little help from a crocodile. Once again, dad escapes the outlandish trap (mostly) unphased, retorting “I’m ok guys!” with his signature happy-go-lucky demeanor. With the continuation of this daring campaign and its innovative digital life insurance product, Ladder is cementing its position as the unavoidable disruptor in life insurance — attracting a new generation of consumers and flipping traditional life insurance rhetoric on its head to create easy and open conversations within families.
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