LOS ANGELES, USA — Ladder, the company offering flexible life insurance in minutes, today 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.
“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 capitalize 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.”
Ladder’s “Crocodile” spot is now live across the country on digital platforms and TV networks.
CREDITS
Title of Ad: “CROCODILE”
Brand: Ladder
VP of Marketing: Olivia Borsje
Brand Marketing Manager: Casey Dubie
Director of Communications: Liana Corwin
Agency: FRED & FARID Los Angeles
Chief Creative Officers: Fred & Farid
Creative Director: Chelsea Steiger
Account Director: Sarah Silberstein
Copywriter: Ciana Alessi
Executive Producer: Amanda Van Caneghem
Strategy Director: Eileen Zhao
Head of Global Communications: Jalila Levesque
Business Affairs Lead: Michelle Fink
Production Company: Production Company Productions
Director: Casey Storm
Executive Producer: Rob Hatch-Miller
Executive Producer: Puloma Basu
Executive Producer: Tom Scharpling
DP: Jake Polonsky
Producer: Rob Hatch-Miller
Producer: Puloma Basu
Editorial: EXILE
Editor: Matt Murphy
Assistant Editor: Ersin Dogruer
Executive Producers: CL Kumpata, Jennifer Locke
Post Producer: Samantha Axelrod
Company 3 Color
Senior Colorist: Sean Coleman
Senior Color Producer: Matt Moran
Executive Producer Color: Connor Callaghan
Company 3 Finish
Lead Flame Artist: Brian Conlon
Flame Artists: Kelly Bumbarger, Sean Wilson, Cecile F. Tescon
Roto Artists: Pam Gonzales, Marianne Magne
Senior Finishing Producer: Paula S. Jiménez
Executive Producer Finish: Connor Callaghan
Music by Human
Head of Sync and A&R Kamela Anderson
Creative Director Craig DeLeon
Composer Jon Hubbell
Sound Design & Mix: Lime Studios
Mixer: Sam Casas
Executive Producer:Susie Boyajan
