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In today’s episode, Kevin flies solo again while Amy is working on the Michigan Mob’s Marketing Outstanding Brands Summit (Happening in just a few weeks! More on that in a bit.)
Kevin Breaks down five episodes from the relatively new brand, Ladder Life Insurance. They get classified into three groups; The Good, The Bad, and …. you guessed it … The Ugly. Here’s the breakdown:
The Bad
- Here’s the first video:
https://www.youtube.com/watch?v=ZNmgYjFHxDs - It’s a shortened version of the next video. HOWEVER, because all the cute, funny stuff has been removed (for the sake of brevity), the commercial comes off as shocking/disturbing.
- When you think the wife has just allowed a crocodile to eat her husband, you hear from the other side of the door, “I’m okay!” Hmmmm…. a pretty weak attempt at deflecting the shock.
The Good
- Family tries to kill the father:
https://www.youtube.com/watch?v=YvYGO4o334I- Although this longer version is identical thematically, it comes off as being about cute and quirky ways that a family might “off” the Dad. And, yes, we realize that it’s hard to “get” the nuance by describing the commercial with words … which is why you should watch the two back-to-back, to see, hear and feel the difference.
- Dad talks with daughter:
https://www.youtube.com/watch?v=c9HEKjc9Jak
The Ugly
- Generic insurance message
https://www.youtube.com/watch?v=jjhSJl4bJfE- For me, this one just falls flat on its face. In one short commercial, they talk about:
- How to get a quote, eligibility, their efficient process, pricing, how flexible they are, fees, how it’s easy to cancel.
- Could it BE more about them? I don’t think so.
- For me, this one just falls flat on its face. In one short commercial, they talk about:
- Testimonials Ad – Off brand
https://www.youtube.com/watch?v=3CFQHsMNDqY- This one, because of the video testimonials, comes across feeling like “The Neighbor” archetype
- There’s nothing wrong with this, however, it feels like a mistake after watching a couple of attempts at creating their Jester ads. They should pick one approach and stick with it.
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