Kathmandu. Getting attention in the digital world has become the first condition of business. Some adopt flashy scenes, some emotional scenes, and some adopt the most controversial style of American life insurance company Ladder Life Insurance.
The one-minute-long ad, which has garnered over 2.7 million views on YouTube, shows the rest of a family plotting to kill the father by causing him an “accident” to get his life insurance money. But the father seems to be alive till the end, but the audience of the advertisement is surprised. Although the scene is presented in a lightly humorous manner, the plot seems to be about killing someone and getting the insurance money.
In the end, the company’s message is simple, “Our life insurance is so good that even the people at home will be tempted.” ”
For this reason, this advertisement garnered discussion, laughter, discomfort and criticism all at once. And this trend has continued for the last four years.
Insurance sector, whether in Nepal or abroad, is related to trust, security, family’s future and responsibility. Therefore, it is natural to raise a strong voice that it is not appropriate to make someone’s death a subject of jokes, as is shown in the case of the main character of this advertisement.
Although it is a hard joke that is easily digestible in the US market, such advertisements can have a negative impact on Nepali society. Here, issues such as death, betrayal within the family, greed can hurt public sentiment if taken lightly.
It is said that in any field, faith is won permanently, not by dispute. Advertising for Lauder Life, an American life insurer, could be a success in terms of entertainment. But since the basic structure of insurance is trust, such a style can undermine the emotional security of the customer, and consumers may take insurance for granted.
Lader’s ad is an attempt to bring laughter. But laughter is not the same for every viewer. Some may be entertained, some may be uncomfortable, and some may be hurt. So when the issue is as serious as the security of life, family and future, we should choose faith rather than controversy. You have to show responsibility, not attention.
