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Ladder Releases Debut Brand Campaign Designed to Reach New Generation of Consumers
Wednesday, October 20, 2021

Developed in partnership with creative agency FRED & FARID Los Angeles and directed by Hollywood veteran Casey Storm, Ladder's debut spot leverages humor to help people talk about life insurance.

PALO ALTO, Calif., Oct. 12, 2021 /PRNewswire/ -- Ladder, the company offering flexible life insurance in minutes, is announcing the launch of its first brand campaign on the heels of a $100M fundraise. The campaign's debut spot can be viewed at

"So Good is everything we were looking for: it's memorable, it's relatable, but most importantly it's different."

Developed in partnership with AdAge's 2020 Newcomer Agency of the Year FRED & FARID, and directed by award-winning director and costume designer Casey Storm (of Spike Jonze and David Fincher credits), 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.

"So Good is everything we were looking for: it's memorable, it's relatable, but most importantly it's different." said Olivia Borsje, VP of Marketing at Ladder. "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't built for them."

"It's rare these days to have a client that fights for a brave creative idea as much as the creative team. You can't help but dedicate yourself to their success," said the team from FRED & FARID Los Angeles.

"The concept made me laugh out loud. I felt like it was comical, bold, and distinctly unique in advertising," said Casey Storm. "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."

Ladder's mission is to redeem life insurance for digital consumers -- 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.

Ladder's "So Good" spot is now live across the country on TV networks and streaming platforms, including Hulu, Roku, and Tubi.

About Ladder
Ladder is the digital life insurance company of tomorrow. Offering flexible term coverage in minutes that can save policyholders up to 40%*, Ladder uses an all-digital architecture and real-time underwriting to make life insurance as accessible, affordable, and beloved as it should be. The company is headquartered in Palo Alto, CA and offers coverage up to $8M in all 50 states. To learn more, visit

FRED & FARID is a purpose driven company producing meaningful ideas, grounding brands into culture. Based in Los Angeles, New York, Paris, Shanghai, FRED & FARID's culture is a peculiar mix of the french sense of craft and taste, the Chinese sense of tactic and digital, and the American sense of vision and strategy. The agency focuses on creative consulting, brand strategy, branding, content & social activation, and has produced 1800+ creative campaigns for 250+ brands in 33+ industries, winning 1000+ awards and 30+ industry titles - including Cannes Grand Prix and D&AD 3rd Independent Network.

Media Contact
Liana Corwin,
Jalila Levesque,


Title of Ad: "SO GOOD"

Brand: Ladder
VP of Marketing: Olivia Borsje
Brand Marketing Manager: Casey Dubie
Marketing Director: Conor Coughlan
Director of Communications: Liana Corwin

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
Executive Producer: Jed Herold
Executive Producer: Scott Kaplan
DP: Jake Polonsky
Producer: John Gilliland

Editorial: EXILE
Editor: Matt Murphy
Assistant Editor: Eduardo Wong
Executive Producer: CL Kumpata
HOP: Jennifer Locke
Post Producer: David Won

Color: CO3
Senior Colorist: Sean Coleman
Senior Producer: Matt Moran

Finishing: Cosmo Street
Taylor Armstrong - Head of VFX/Finishing department

Composer: John Gold/Women of Big Sur

Sound Mix: Lime Studios
Mixer: Sam Casas
Executive Producer: Susie Boyajan

Ladder Insurance Services, LLC (CA license # OK22568; AR license # 3000140372) distributes term life insurance products issued by multiple insurers - for further details see All insurance products are governed by the terms set forth in the applicable insurance policy. Each insurer has financial responsibility for its own products.

*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's full term on a $1.4M, 20 year policy. Prices valid as of June 15, 2021.

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