Title | So Good |
Agency | FRED & FARID Los Angeles |
Campaign | Life Insurance So Good You Might Wish You Didn't Have It |
Advertiser | Ladder |
Brand | Ladder |
Date of First Broadcast/Publication | 2021 / 10 |
Business Sector | Insurance |
Philosophy | 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. |
Media Type | Television |
Length | |
Advertising Manager | Olivia Borsje |
Advertising Manager | Casey Dubie |
Advertising Manager | Conor Coughlan |
Advertising Manager | Liana Corwin |
Chief Creative Officer | Fred & Farid |
Creative Director | Chelsea Steiger |
Business Director | Nathan Smith |
Copywriter | Hilary Smith |
Strategist | Jess Neill |
Executive Producer | Amanda Van Caneghem |
Production Company Producer | Kristin Childers |
Production Company | Kapsized |
Director | Casey Storm |
Executive Producer | Jed Herold |
Executive Producer | Scott Kaplan |
DP | Jake Polonsky |
Production Company Producer | John Gilliland |
Editing Company | Exile Editorial |
Editor | Matt Murphy |
Assistant Editor | Eduardo Wong |
Executive Producer | CL Kumpata |
HOP | Jennifer Locke |
Post Production | David Won |
Colorization | Co3 / Los Angeles |
Colorist | Sean Coleman |
Senior Producer | Matt Moran |
Finishing | Cosmo Street |
Finishing | Taylor Armstrong |
Sound | Lime Studios |
Mixer | Sam Casas |
Executive Producer | Susie Boyajan |