This life insurance brand relies on humor with FRED & FARID

The American insurtech Ladder launches, with FRED & FARID, the second part of its first brand campaign, affirming its position as a new generation of life insurance.

A second opus full of bite

In the United States, Ladder offers flexible life insurance in minutes. To promote it, the brand has therefore chosen to bet on a series of humorous and absurd films. Their particularity? Insight! Nearly one in two couples who have taken out life insurance jokes about the fact “to eliminate” the other to receive payment. Faced with this observation, Ladder launches its first film ” So good “then “Crocodiles”. Note that these spots are broadcast on TV and digitally.

Imagined by FRED & FARID and directed by Casey Storm, the new film ” Crocodile “ (again) features an inventive trap of a wife against her beloved husband. This time it’s about a romantic date and a crocodile. A trap from which the father narrowly escapes and (almost) unscathed.


So, with this bold campaign, Ladder turns the traditional rhetoric of life insurance on its head to create playful and uninhibited conversations within families.

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