Ladder releases debut brand campaign
Developed in partnership with creative agency Fred & Farid Los Angeles and directed by Hollywood veteran Casey Storm, Ladder’s debut spot leverages humor to help people talk about life insurance.
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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.
Developed in partnership with Fred & Farid Los Angeles, 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.
Credits
View on- Agency Fred & Farid/Los Angeles
- Production Company Kapsized
- Director Casey Storm | (Director)
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Credits
View on- Agency Fred & Farid/Los Angeles
- Production Company Kapsized
- Director Casey Storm | (Director)
- Chief Creative Officer Fred & Farid
- Copywriter Hilary Smith
- Creative Director Chelsea Steiger
- Executive Producer Amanda Van Caneghem
- Executive Producer Scott Kaplan
- Editing EXILE Edit
- Editor Matthew Murphy
- Executive Producer Carol Lynn (CL) Kumpata
- Head of Production Jennifer Locke
- Color Company 3/Los Angeles
- Senior Colorist Sean Coleman
- Senior Producer Matt Moran
- Sound Mix Lime Studios
- Mixer Sam Casas
- Executive Producer Susie Boyajan
- VFX Parliament
- Finishing Cosmo Street/Los Angeles
- Executive Producer Jed Herold
- DP Jake Polonsky
- Producer John Gilliland
- Assistant Editor Eduardo Wong
- Post Producer David Won
- Composer John Gold
- Head of VFX/Finishing department Taylor Armstrong
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Fred & Farid/Los Angeles
- Production Company Kapsized
- Director Casey Storm | (Director)
- Chief Creative Officer Fred & Farid
- Copywriter Hilary Smith
- Creative Director Chelsea Steiger
- Executive Producer Amanda Van Caneghem
- Executive Producer Scott Kaplan
- Editing EXILE Edit
- Editor Matthew Murphy
- Executive Producer Carol Lynn (CL) Kumpata
- Head of Production Jennifer Locke
- Color Company 3/Los Angeles
- Senior Colorist Sean Coleman
- Senior Producer Matt Moran
- Sound Mix Lime Studios
- Mixer Sam Casas
- Executive Producer Susie Boyajan
- VFX Parliament
- Finishing Cosmo Street/Los Angeles
- Executive Producer Jed Herold
- DP Jake Polonsky
- Producer John Gilliland
- Assistant Editor Eduardo Wong
- Post Producer David Won
- Composer John Gold
- Head of VFX/Finishing department Taylor Armstrong
“So Good is everything we were looking for: it’s memorable, it’s relatable, but most importantly it’s different.” said Olivia Borsje, VP of Marketing at Ladder. “Taking a fresh, innovative approach to advertising helps signal that our product is fresh and innovative too. The brand promise is incredibly strong and resonates with a generation of consumers that feels like life insurance wasn’t built for them.”
"It's rare these days to have a client that fights for a brave creative idea as much as the creative team. You can't help but dedicate yourself to their success,” said the team from Fred & Farid Los Angeles
“The concept made me laugh out loud. I felt like it was comical, bold, and distinctly unique in advertising,” said Casey 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.”
Ladder’s mission is to redeem life insurance for digital consumers, making it as accessible, affordable, and beloved as it should be. Part of it means facilitating the conversation around life insurance, which can feel intimidating. By reflecting back their own humor, Ladder empowers viewers to crack open that conversation in a way that feels familiar.
