Ladder, the company offering flexible life insurance in minutes, released “Crocodile,” the second installation of its “So Good” brand campaign — a series of humorous and memorable films built around the unique consumer insight that almost 1 in 2 couples with life insurance joke about taking each other out for the payout.
Created in partnership with creative/culture agency FRED & FARID Los Angeles and director Casey Storm (also known as a costume designer for the likes of Spike Jonze and David Fincher), the new film stars the Ladder mom unleashing another inventive plot on her beloved husband: this time with the ruse of a romantic parental rendezvous and a little help from a crocodile. Once again, dad escapes the outlandish trap (mostly) unphased, retorting “I’m ok guys!” with his signature happy-go-lucky demeanor.
“I love this campaign,” said Storm. “For me as a director, the scripts and the campaign are a home run. I’ve heard how effective the last campaign was and I’m sure this next devilish round will be equally successful at raising brand awareness and making people smile.”
Credits
Client Ladder Agency FRED & FARID Los Angeles Fred & Farid, chief creative officers; Chelsea Steiger, creative director; Ciana Alessi, copywriter; Amanda Van Caneghem, executive producer; Eileen Zhao, strategy director; Production Production Company Productions Casey Storm, director; Rob Hatch-Miller, Puloma Basu, exec producers/producers; Tom Scharpling, exec producer; Jake Polonsky, DP. Editorial Exile Matt Murphy, editor; Ersin Dogruer, assistant editor; CL Kumpata, Jennifer Locke, exec producers; Samantha Axelrod, post producer. Color Company 3 Sean Coleman, sr. colorist; Matt Moran, sr. color producer; Connor Callaghan, exec producer. Finish Company 3 Brian Conlon, lead Flame artist; Kelly Bumbarger, Sean Wilson, Cecile F. Tescon, Flame artists; Pam Gonzales, Marianne Magne, roto artists; Paula S. Jiménez, sr. finishing producer; Connor Callaghan, exec producer, finish; Music Human, bicoastal Kamela Anderson, head of sync and A&R; Craig DeLeon, creative director; Jon Hubbell, composer. Sound Design LSD, Santa Monica, Calif. Sam Casas, sound designer. Audio Post Lime Studios, Santa Monica, Calif. Sam Casas, mixer; Susie Boyajan, exec producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
