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Ladder Life Insurance Unleashes Another Inventive Plot to 'Croc Your World'

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FRED & FARID LA launches the second instalment in debut brand campaign 'So Good'

Ladder Life Insurance Unleashes Another Inventive Plot to 'Croc Your World'

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 one in two couples with life insurance joke about taking each other out for the pay out.

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 demeanour.

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 capitalise 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 instalment in our campaign," says Olivia Borsje, VP of marketing at Ladder. "It's representative of the way Ladder is revolutionising 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.

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Brand

Brand: Ladder

VP of Marketing: Olivia Borsje

Brand Marketing Manager: Casey Dubie

Director of Communications: Liana Corwin

Agency

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

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

Edit

Editorial: EXILE

Editor: Matt Murphy

Assistant Editor: Ersin Dogruer

Executive Producers: CL Kumpata, Jennifer Locke

Post Producer: Samantha Axelrod

Company 3 Colour

Senior Colourist: Sean Coleman

Senior Colour Producer: Matt Moran

Executive Producer Colour: 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

Sound Design & Mix: Lime Studios

Mixer: Sam Casas

Executive Producer: Susie Boyajan

Genres: People, Comedy

Categories: Medical Insurance, Healthcare and Wellness

FRED & FARID, Wed, 13 Apr 2022 10:14:36 GMT