Ladder - Life Insurance So Good You Might Wish You Didn't Have It
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Ladder’s life insurance campaign has been turning heads for its bold use of dark comedy. Instead of the usual safe, family-first messaging, the brand leaned into a cheeky tagline—“Life Insurance So Good You Might Wish You Didn’t Have It.” The ads feature a dad narrowly escaping over-the-top “accidents” staged by his own family, playing on a real insight: nearly half of couples with life insurance admit to joking about the financial incentive behind it. Directed by Casey Storm—best known for his
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