Ladder - "So Good"

FRED & FARID Los Angeles

FRED & FARID Los Angeles Los Angeles , United States

9627

Brand: Ladder
Country: United States

Advertiser: Ladder

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	60 seconds
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