Ladder, the digital company offering flexible life insurance in minutes, has launched its first brand campaign which includes this spot, “So Good,” directed by Casey Storm via production company Kapsized for agency Fred & Farid Los Angeles.
The 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.
“The concept made me laugh out loud. I felt like it was comical, bold, and distinctly unique in advertising,” said Storm. “It was an opportunity to make a short film that would be watchable and re-watchable, and would make the viewer laugh. I wanted to make life insurance more relatable and less overwhelming.”
