Ladder Financial recently raised $100 million from outside investors — and it's using some of that cash to try to sell U.S. TV viewers on the idea that great life insurance is out there.
The 4-year-old, Palo Alto, California-based life insurer and web broker has hired an advertising agency, Fred & Farid Los Angeles, to develop a new campaign.
The first four spots in the campaign feature a family that has booby-trapped its home, with failed attempts at homicide, the slogan, "Life insurance so good, they're gonna want you dead," and the disclaimer, "But seriously: Intentionally killing a policyholder will void all life insurance benefits."
The versions of the ads on YouTube.com received about 341,000 views in the first six days they were online, according to YouTube view counts.
Ladder markets term life arrangements that give policyholders the ability to decrease coverage coverage as their needs change.
Another well-capitalized life insurance marketer, Ethos, is running ads featuring people going about their lives in bubble wrap, with slogans such as "Peace of mind over bubble wrap" and "Go on. Take the bubble wrap off."
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