Life insurance so good, they’re gonna want you dead.

As a challenger brand, we needed a campaign that could cut through the noise, that gets people’s attention without spending billions we didn’t have. By tapping into a hilarious consumer truth (a recent survey of over 3,000 respondents confirmed that 44% of American couples engage in playful banter around life insurance payouts), we aimed to reflect that humor back on viewers in a way that feels recognizable and familiar as an inside joke, and yet surprising to see as an external joke. It is that combination of both familiarity and surprise that enables us to cut through the noise.