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

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Credits

Client
Keith Bibby, Head of Brand and Communications

Creative Agency
Beattie McGuinness Bungay

Executive Creative Director
Trevor Beattie

Creative Director
Matt Gooden

Copywriter
Simon Bere

Art Director
Matt Gooden

Agency Planner
Jamie Inman

Agency Producer
Anna Murray

Media Agency
PHD

Media Planner
Mark Jackson

Production Company
Smuggler

Director
Psyop

Photographer
Vladimir Smutny

TV Production Co. Producer
Nick Fewtrell

Post-Production Company
Psyop

Audio Post-Production
Wave

Editor
Psyop

Exposure
National TV, National Press, Digital

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