Ladder follows a man whose family is ready to cash in on life insurance

Fred & Farid taps into dark humor for the spot.

It’s always a good idea to have quality life insurance. But is there life insurance so good it’s worth killing for?

That’s the premise of Ladder’s spot "So Good," created by Fred & Farid. A man comes home to his family making multiple attempts to kill him. He dodges sticks of dynamite, archery bows and a flying ax — all set up by his wife and children. 

"Life insurance so good, they’re gonna want you dead," the voice-over says. The spot ends with a humorous legal warning: "But seriously, intentionally killing a policyholder will void all life insurance benefits."