| Title | So Dead |
| Agency | FRED & FARID Los Angeles |
| Campaign | So Dead |
| Advertiser | Ladder |
| Brand | Ladder |
| Posted | July 2022 |
| Business Sector | Insurance |
| Story | Most life insurance brands attempt to appeal to families with cheesy, overly-sweet, mushy gushy messaging. But as a family-owned startup, with a conservative media budget, Ladder Life Insurance could not afford to meld in amongst the category, or fly under the radar, with a typical approach.The brand recognized a truth: When one family member signs up for a really great life insurance plan, the rest of the family playfully jokes about killing the policyholder.Ladder launched a campaign called: “Life Insurance So Good, They’re Gonna Want You Dead.”In a film, a dad arrives home from work to find that the house has been booby-trapped by his wife, son, daughter, and even his dog. In the end, we realize it’s because Dad has a great life insurance plan with Ladder.RESULTS:Positive Brand Lift in Favorability: +920% above benchmarkPositive Consideration Lift: +73% above benchmarkVideo Completion Rate: 33x benchmarkYouTube Views: 2.5 Million |
| Media Type | Television |
| Length | |
| Chief Creative Officers | Fred & Farid |
| Creative Director | Chelsea Steiger |
| Business Director | Nathan Smith |
| Copywriter | Hilary Smith |
| 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 |
| Editing Company | Exile Editorial |
| Editor | Matt Murphy |
| Assistant Editor | Eduardo Wong |
| Editorial Company Executive Producer | CL Kumpata |
| HOP | Jennifer Locke |
| Post-production Producer | David Won |
| Colorization | Co3 / Los Angeles |
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