{"id":1590,"date":"2021-10-12T13:05:00","date_gmt":"2021-10-12T13:05:00","guid":{"rendered":"https:\/\/blog-admin-panel.ladderlife.com\/?p=1590"},"modified":"2022-04-19T22:12:55","modified_gmt":"2022-04-19T22:12:55","slug":"ladder-releases-debut-brand-campaign-designed-to-reach-new-generation-of-consumers","status":"publish","type":"post","link":"http:\/\/ladderlife.com/blog\/ladder-releases-debut-brand-campaign-designed-to-reach-new-generation-of-consumers\/","title":{"rendered":"Ladder Releases Debut Brand Campaign Designed to Reach New Generation of Consumers"},"content":{"rendered":"\n<h2>\n\t\tDeveloped in partnership with creative agency FRED &amp; FARID Los Angeles and directed by Hollywood veteran Casey Storm, Ladder&#8217;s debut spot leverages humor to help people talk about life insurance.\n\t<\/h2>\n\t<p>We are excited to announce the launch of our first brand campaign today, which comes on the heels of a $100M fundraise.<\/p>\n<p>Developed in partnership with AdAge&#8217;s 2020 Newcomer Agency of the Year&nbsp;<a>FRED &amp; FARID<\/a>, and directed by award-winning director and costume designer&nbsp;<a>Casey Storm<\/a>&nbsp;(of Spike Jonze and David Fincher credits), Ladder&#8217;s &#8220;So Good&#8221; 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.<\/p>\n\t<iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/YvYGO4o334I\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe>\n\t<p>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&#8217;s archery bows, all the while lovingly humoring his very &#8220;creative&#8221; 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.<\/p>\n<p>&#8220;So Good is everything we were looking for: it&#8217;s memorable, it&#8217;s relatable, but most importantly it&#8217;s different.&#8221; said Olivia Borsje, VP of Marketing at Ladder. &#8220;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&#8217;t built for them.&#8221;<\/p>\n<p>&#8220;It&#8217;s rare these days to have a client that fights for a brave creative idea as much as the creative team. You can&#8217;t help but dedicate yourself to their success,&#8221; said the team from FRED &amp; FARID Los Angeles.<\/p>\n<p>&#8220;The concept made me laugh out loud. I felt like it was comical, bold, and distinctly unique in advertising,&#8221; said Casey Storm. &#8220;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.&#8221;<\/p>\n<p>Ladder&#8217;s mission is to redeem life insurance for digital consumers &#8211; 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 their own humor, Ladder empowers viewers to crack open that conversation in a way that feels familiar.<\/p>\n<p>Ladder&#8217;s &#8220;So Good&#8221; spot is now live across the country on TV networks and streaming platforms, including Hulu, Roku, and Tubi.<\/p>\n\t<p><strong>Assets<\/strong><\/p>\n<p>:60 &#8220;SO GOOD&#8221; FILM:&nbsp;<a>https:\/\/youtu.be\/YvYGO4o334I<\/a><\/p>\n<p>KEY VISUAL:&nbsp;<a>https:\/\/www.dropbox.com\/s\/amal3yv0dazvuub\/Ladder_KeyVisual_Dog.jpg?dl=0<\/a><\/p>\n<p>STILLS:&nbsp;<a>https:\/\/www.dropbox.com\/sh\/1d747asmcrepx0u\/AAD-15ho_axDrl61dLZLE3WQa?dl=0<\/a><\/p>\n<p><strong>Credits<\/strong><\/p>\n<p>Title of Ad: &#8220;SO GOOD&#8221;<\/p>\n<p>Brand: Ladder<\/p>\n<p>VP of Marketing: Olivia Borsje<\/p>\n<p>Brand Marketing Manager: Casey Dubie<\/p>\n<p>Marketing Director: Conor Coughlan<\/p>\n<p>Director of Communications: Liana Corwin<\/p>\n<p>Agency: FRED &amp; FARID Los Angeles<\/p>\n<p>Chief Creative Officers: Fred &amp; Farid<\/p>\n<p>Creative Director: Chelsea Steiger<\/p>\n<p>Business Director: Nathan Smith<\/p>\n<p>Copywriter: Hilary Smith<\/p>\n<p>Brand Strategist: Jess Neill<\/p>\n<p>Executive Producer: Amanda Van Caneghem<\/p>\n<p>Producer: Kristin Childers<\/p>\n<p>Production Company: Kapsized<\/p>\n<p>Director: Casey Storm<\/p>\n<p>Executive Producer: Jed Herold<\/p>\n<p>Executive Producer: Scott Kaplan<\/p>\n<p>DP: Jake Polonsky<\/p>\n<p>Producer: John Gilliland<\/p>\n<p>Editorial: EXILE<\/p>\n<p>Editor: Matt Murphy<\/p>\n<p>Assistant Editor: Eduardo Wong<\/p>\n<p>Executive Producer: CL Kumpata<\/p>\n<p>HOP: Jennifer Locke<\/p>\n<p>Post Producer: David Won<\/p>\n<p>Color: CO3<\/p>\n<p>Senior Colorist: Sean Coleman<\/p>\n<p>Senior Producer: Matt Moran<\/p>\n<p>VFX:Parliament<\/p>\n<p>Finishing: Cosmo Street<\/p>\n<p>Taylor Armstrong &#8211; Head of VFX\/Finishing department<\/p>\n<p>Composer: John Gold\/Women of Big Sur<\/p>\n<p>Sound Mix: Lime Studios<\/p>\n<p>Mixer: Sam Casas<\/p>\n<p>Executive Producer: Susie Boyajan<\/p>\n<p>Disclosure<\/p>\n\t<p><em>Ladder Insurance Services, LLC (CA license # OK22568; AR license # 3000140372) distributes term life insurance products issued by multiple insurers &#8211; for further details see&nbsp;<\/em><a><em>ladderlife.com<\/em><\/a><em>. All insurance products are governed by the terms set forth in the applicable insurance policy. Each insurer has financial responsibility for its own products.<\/em><\/p>\n<p><em>*Savings in premium compared with the same customer maintaining their full coverage amount for the policy term. Savings attained by decreasing coverage every three years over the policy&#8217;s full term on a $1.4M, 20 year policy. Prices valid as of June 15, 2021.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Developed in partnership with creative agency FRED &amp; FARID Los Angeles and directed by Hollywood veteran Casey Storm, Ladder&#8217;s debut spot leverages humor to help people talk about life insurance. &hellip;<\/p>\n<p class=\"read-more\"> <a class=\"\" href=\"http:\/\/ladderlife.com/blog\/ladder-releases-debut-brand-campaign-designed-to-reach-new-generation-of-consumers\/\"> <span class=\"screen-reader-text\">Ladder Releases Debut Brand Campaign Designed to Reach New Generation of Consumers<\/span> Read More \u203a<\/a><\/p>\n","protected":false},"author":6,"featured_media":1583,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[10],"tags":[14],"aioseo_notices":[],"jetpack_featured_media_url":"http:\/\/ladderlife.com/blog\/wp-content\/uploads\/2022\/02\/Screen-Shot-2022-04-18-at-7.22.09-PM-e1650327882557.png","_links":{"self":[{"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/posts\/1590"}],"collection":[{"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/comments?post=1590"}],"version-history":[{"count":3,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/posts\/1590\/revisions"}],"predecessor-version":[{"id":2476,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/posts\/1590\/revisions\/2476"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/media\/1583"}],"wp:attachment":[{"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/media?parent=1590"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/categories?post=1590"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/ladderlife.com/blog\/wp-json\/wp\/v2\/tags?post=1590"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}