Insurance fraud is absolutely no laughing matter, so a new spot for American life insurer Ladder Insurance is as daring as it is different.
The brand – well, more to the point its agency LA-based Fred & Farid – has managed to turn the whole “killed for the cash” into a black comedic gem.
The ad, poignantly called “Life Insurance So Good You Might Wish You Didn’t Have It”, features a hapless dad returning home from a day at work only to discover a number of clever boobie traps laid by his conspiring wife, kids and dog seemingly bent on finishing the poor bloke off for the insurance money.
It’s undoubtedly an interesting approach to a pitch where life insurance doesn’t typically lend itself to a great deal of humour.
That said, it appears the client, Ladder, loved the idea. A spokesperson for Fred & Farid commented: “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.”
Check out the dark but fun approach below:
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