Ladder releases a crocodile in latest So Good campaign
Ladder launches latest in debut brand campaign, staking its position as the next generation life insurance brand.
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Ladder, the company offering flexible life insurance in minutes, have 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.
Credits
View on- Agency Fred & Farid/Los Angeles
- Production Company Production Company Productions
- Director Casey Storm | (Director)
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Credits
View on- Agency Fred & Farid/Los Angeles
- Production Company Production Company Productions
- Director Casey Storm | (Director)
- Chief Creative Officer Fred & Farid
- Creative Director Chelsea Steiger
- Executive Producer Amanda Van Caneghem
- Executive Producer Puloma Basu
- Executive Producer Tom Scharpling
- Executive Producer/Producer Rob Hatch-Miller
- Executive Producer/Producer Puloma Basu
- Editing EXILE Edit
- Editor Matthew Murphy
- Executive Producer Jennifer Locke
- Executive Producer Carol Lynn (CL) Kumpata
- Color/Finishing Company 3/Los Angeles
- Senior Colorist Sean Coleman
- Senior Color Producer Matt Moran
- Executive Producer/Finish Connor Callaghan
- Music Human Music & Sound Design/USA
- Creative Director Craig Deleon
- Composer Jon Hubbell
- Head of Sync and A&R Kamela Anderson
- Sound Design/Mix Lime Studios
- Executive Producer Susie Boyajan
- Mixer Sam Casas
- DP Jake Polonsky
- Assistant Editor Ersin Dogruer
- Flame Artist Kelly Bumbarger
- Flame Artist Sean Wilson
- Flame Artist Cecile Tecson Broas
- Senior Finishing Producer Paula Jimenez
- Post Producer Samantha Axelrod
- Copywriter Ciana Alessi
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Fred & Farid/Los Angeles
- Production Company Production Company Productions
- Director Casey Storm | (Director)
- Chief Creative Officer Fred & Farid
- Creative Director Chelsea Steiger
- Executive Producer Amanda Van Caneghem
- Executive Producer Puloma Basu
- Executive Producer Tom Scharpling
- Executive Producer/Producer Rob Hatch-Miller
- Executive Producer/Producer Puloma Basu
- Editing EXILE Edit
- Editor Matthew Murphy
- Executive Producer Jennifer Locke
- Executive Producer Carol Lynn (CL) Kumpata
- Color/Finishing Company 3/Los Angeles
- Senior Colorist Sean Coleman
- Senior Color Producer Matt Moran
- Executive Producer/Finish Connor Callaghan
- Music Human Music & Sound Design/USA
- Creative Director Craig Deleon
- Composer Jon Hubbell
- Head of Sync and A&R Kamela Anderson
- Sound Design/Mix Lime Studios
- Executive Producer Susie Boyajan
- Mixer Sam Casas
- DP Jake Polonsky
- Assistant Editor Ersin Dogruer
- Flame Artist Kelly Bumbarger
- Flame Artist Sean Wilson
- Flame Artist Cecile Tecson Broas
- Senior Finishing Producer Paula Jimenez
- Post Producer Samantha Axelrod
- Copywriter Ciana Alessi
“We feel so lucky to have such an amazing client partner. They understand the power of creativity and are willing to take risks and to be bold and disruptive. We hope to continue to capitalise on the success of the campaign with many more films.” says FRED & FARID Los Angeles creative agency.
“I love this campaign,” says Casey Storm. “For me as a director, the scripts and the campaign are a home run. I’ve heard how effective the last campaign was and I’m sure this next devilish round will be equally successful at raising brand awareness and making people smile.”
"Crocodile is about more than the next installment in our campaign," says Olivia Borsje, VP of Marketing at Ladder. "It's representative of the way Ladder is revolutionizing life insurance for customers, not only through product and distribution innovation, but also through brand. Giving digital consumers a fresh way to re-engage with the category is fundamental to achieving our mission of making life insurance as affordable, accessible, and beloved as it should be."
