Campaign Spotlight

Campaign Spotlight: Ladder releases debut brand campaign designed to reach new generation of consumers

PALO ALTO, USA — 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 AdAge’s 2020 Newcomer Agency of the Year FRED & FARID, 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 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.

“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 on their own humor, Ladder empowers viewers to crack open that conversation in a way that feels familiar.

Ladder’s “So Good” spot is now live across the country on TV networks and streaming platforms, including Hulu, Roku, and Tubi.

Title of Ad: “SO GOOD”
Brand: Ladder
VP of Marketing: Olivia Borsje
Brand Marketing Manager: Casey Dubie
Marketing Director: Conor Coughlan
Director of Communications: Liana Corwin

Agency: FRED & FARID Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Chelsea Steiger
Business Director: Nathan Smith
Copywriter: Hilary Smith
Brand Strategist: Jess Neill
Executive Producer: Amanda Van Caneghem
Producer: Kristin Childers

Production Company: Kapsized
Director: Casey Storm
Executive Producer: Jed Herold
Executive Producer: Scott Kaplan
DP: Jake Polonsky
Producer: John Gilliland

Editorial: EXILE
Editor: Matt Murphy
Assistant Editor: Eduardo Wong
Executive Producer: CL Kumpata
HOP: Jennifer Locke
Post Producer: David Won

Color: CO3
Senior Colorist: Sean Coleman
Senior Producer: Matt Moran

VFX: Parliament
Finishing: Cosmo Street
Taylor Armstrong – Head of VFX/Finishing department

Composer: John Gold/Women of Big Sur

Sound Mix: Lime Studios
Mixer: Sam Casas
Executive Producer: Susie Boyajan

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