ING Direct 'fables' by BMB

4.3 27 Votes

ING Direct, the insurance and mortgage brand, takes inspiration from a children’s book of fables in its new ad by Beattie McGuinness Bungay.

The new TV ads use puppet animal characters to bring to life the challenges people face when dealing with banks and use the tagline ‘A decent way to do banking’.

The 11-week TV campaign will be supported by outdoor press, poster, digital and radio treatments. The ad was art directed by Matt Gooden and written by Simon Bere.

Direction, post production and editing was by Psyop. The photographer was Vladimir Smutny and the TV production company producer was Nick Fewtrell. Audio post production was by Wave.

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Released: 18 May 2011

Creative in this campaign:

Related Creative:


Keith Bibby, Head of Brand and Communications

Creative Agency
Beattie McGuinness Bungay

Executive Creative Director
Trevor Beattie

Creative Director
Matt Gooden

Simon Bere

Art Director
Matt Gooden

Agency Planner
Jamie Inman

Agency Producer
Anna Murray

Media Agency

Media Planner
Mark Jackson

Production Company


Vladimir Smutny

TV Production Co. Producer
Nick Fewtrell

Post-Production Company

Audio Post-Production


National TV, National Press, Digital

Private View about this creative

Private View: Darren Bailes and John O'Hagan

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VCCP's Darren Bailes and RSA director John O'Hagan take a look at new offerings from East Coast, Anchor, New Look, Guinness, ING Direct and Wall's.

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