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Life insurance ads generally have, understandably, tried to avoid reveling in the potential for death.
That’s helped challenger brand Ladder carve out its own marketing niche by focusing on creating life insurance so good, “they’re gonna want you dead.”
Reviving its iconic legal disclaimer, “But seriously, intentionally killing a policyholder will void all life insurance benefits,” the brand is back with another attempted-murder-themed ad from agency Fred & Farid Los Angeles:
“‘Crocodile’ is about more than the next installment in our campaign,” said Olivia Borsje, Ladder’s vp of marketing.
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