Ladder Releases Debut Brand Campaign Designed to Reach New Generation of Consumers

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. https://www.youtube.com/watch?v=YvYGO4o334I