Behind the Scenes: ING Direct Create Ad Documentary

By Ing Direct, PRNE
Wednesday, July 13, 2011

READING, England, July 14, 2011 -

A documentary going behind the scenes of the new href="">ING Direct adverts is
released today.

While showbiz advice says never work with children or animals,
no one ever said anything about puppets - and this documentary
explores the nature of the characters behind the latest ‘fables’
advertising creatives.

The film, available to view on href="">
YouTube interviews a number of the team behind the adverts,
which use modern-day fables to portray ING Direct’s commitment to
‘a decent way to do banking’.  It even delves into the
behaviour of the puppet characters when ‘off set’.

Commentary from staff of advertising agency Beattie McGuinness
explores the nature of the characters featuring in the ads,
including an old rogue of a beaver, a bear ‘prone to the odd
tantrum’ and kleptomaniacal mole.

While light-hearted in tone, ING Direct hopes that the video
will be useful to those studying or working in the advertising

Robin Middleton, ING Direct’s Head of Digital Marketing said:

Were very proud of our new adverts and
wanted to celebrate this fact by creating these behind the scenes
glimpses of the
creation process.

The TV campaign is currently live on national TV and is
supported by outdoor press, poster, digital and radio treatments
all from BMB. There are TV Ad’s for both href="">savings and href="">mortgages

Notes to editors

About ING Direct:

  • ING Direct is the world’s leading direct savings bank, with
    over 23 million savers worldwide. It was launched in the UK in May
    where it has 1.4m customers
  • The savings bank has won a number of accolades for its customer
    service, website and UK-based call centres, as well as being highly
    commended for most trusted savings provider at the Moneywise ‘Most
    Trusted’ 2009 Awards.
  • ING Direct is authorised and regulated by De Nederlandsche Bank
    (the Dutch Central Bank) and subject to limited regulation by the
    Financial Services Authority.  Details on the extent of ING
    Direct’s regulation by the Financial Services Authority are
    available on request
  • Deposits are covered by the Dutch Deposit Guarantee Scheme to
    the level of €100,000 per customer

ING Direct. 410 Thames Valley Park Drive, Reading, Berkshire RG6

For further information, images from the campaign/interviews with ING Direct spokesperson please contact: Chris Blackwood, Third City +44(0)20-3174-1023 / +44(0)779-524-7275, E: chris at

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