Almost one in two couples joke about taking each other out for life insurance, according to Ladder’s recent survey of more than 3,000 respondents.
In Ladder’s darkly humorous spot “So Good,” a man’s wife and kids are determined to kill him for quality life insurance. The man comes home, where he dodges an ax, sticks of dynamite and archery bows.
Instead of being concerned, the man is impressed by his family’s creativity.
“Life insurance so good, they’re gonna want you dead,” the voice-over says. A humorous legal disclaimer appears at the end of the spot reading, “But seriously, intentionally killing a policyholder will void all life insurance benefits.”
Agency | Fred & Farid Los Angeles
Chief Creative Officers | Fred & Farid
Creative Director | Chelsea Steiger
Business Director | Nathan Smith
Copywriter | Hilary Smith
Brand Strategist | Jess Neill
Executive Producer | Amanda Van Caneghem
Producer | Kristin Childers
Production Company | Kapsized
Director | Casey Storm