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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
