ING Direct launches ‘Part of You’ brand campaign and TVC via recently appointed agency Droga5
ING Direct has launched its latest brand campaign which represents a new creative phase for the branchless bank via Droga5, Sydney, which was appointed to the brand earlier this year.
The new campaign centres on the premise of ‘enabling a life well spent’ and is the first campaign since appointing its new agency roster earlier this year.
Says Cam Blackley, creative director, Droga5 Sydney: “Every one knows the saying, ‘There’s a part of me that wishes I had…’ or ‘A part of me wants to…’ and that’s what our ING campaign brings to life.
“The truth is we’re all made up of many parts physical and metaphorical and it’s a creatively endless story… that in this case begins with a bum.
“Historically, the brand has always had an irreverent slant to its work so it made sense to launch The Part of You campaign with the tale of a bum that dreams of unfulfilled adventures while the rest of you sleeps soundly.”
The brand TVC aired yesterday with product versions rolling out in the coming months, including its new superannuation product. The ‘Spend Your Life Well’ tagline will replace ‘It’s Your Money’ and the life preserver will not longer be part of the ING Direct look and feel.
Says Brett Morgan, ING Direct’s executive director, customer: “We wanted to ensure our brand represented what we are to our customers – a bank that‟s simple and easy to deal with.
“Since launching, we have captured the attention of Australians and we’re now looking to cement our place in their financial decision making. With our upcoming launch into superannuation, we’re now covering four areas of banking and this campaign highlights that we‟re more than a savings bank.
“We are industry leading in customer advocacy and the ‘Part of You’ campaign reflects this position.”
Creative Chairman – David Nobay
Executive Creative Director: Duncan Marshall
Creative Directors: Cam Blackley & Steve Jackson
Creatives: Daniel Seager & Steve Hall
Agency Producer: Paul Johnston
Group Business Director – Rebecca Smith
Planner – Catherine Mellon
Executive Planning Director – Justin Graham
Production Company : Revolver
Director : Steve Rogers
Producer : Pip Smart
Editor : Jack Hutchings
Post Production : Fin Design
Music and Sound Design : Nylon
Digial: Soap
Media: UM
34 Comments
I preferred the Orangutan. This is totally forgettable.
All arse . . .
I like it… Simple. 🙂 compelling… Not sure what it means, but I liked watching it.
I don’t understand why Steve Rogers agreed to shoot this?
I really did hate that orange ape thing, so I’m glad to see the back-end of that. But after sitting through those poo-sniffing gripple dog ads, I need a break from arses. This is not nice. Is the dude wearing a nappy in that paintball shot? This has wrong all over it.
I love the sound of my own voice.
For a boring client I think this is great. Beaut cinematography, the right amount of humour, and it will cut through. That’s a dollar well–earned I think.
Did this ad really just start by telling us your bum is a part of you that never sleeps?
I do not get it.
Seriously.
this is good.
they are not a client I would describe as ‘boring’.
Perhaps the category is boring but there is good, effective and award winning work being done in that category across the country.
Also, if you look at their past work, they have definitely tried different things which makes them not a very boring client at all.
I’m not so sold on the cut-through or the dollar well earned thinking you talk about.
ING has been loosing ground recently and this will not halt the decline.
The ad keeps talking about that part of you….the arse?
Well said Dinky. You’re incredibly perceptive.
Always a worry when you have to read the PR release to understand the idea.
I really don’t get it. Even after reading the article.
For me the “part of you” line combined with focusing on the guys backside draws an unwanted connection, and one that I don’t think is meant to be there.
Am I the only one?
2:13
IT’S LOSING. NOT LOOSING. GET IT RIGHT.
(Not a writer, just bewildered by how many people get this wrong.)
Someone forgot to look at this ad with fresh eyes to make sure the rest of the world would get it.
Your bum?
The Orangutan was either loved or hated, but definitely not ignored. I don’t think this will be ignored, but it wont be understood.
Billy, as boring as the ads were, will always be my favourite.
Not sure what ING is like now, nearly a decade since I worked with them, but it’s well commended to Droga to get this one up.
If you are going to use an ass of absolutely no reason.
Then the least you could do is use mine.
I like it. My bank sucks. Made me think about giving these guys a go. At least they seem to think a bit differently.
Another ‘not quite’ from D5.
That’s a three from three miss for Droga5 and Steve Rogers.
VB Cry. Then that Cascade one on the bike. Now this. All of them slightly confusing in their own way and until I really thought about it, all of them forgettable. Have I forgotten another one, maybe?
Why are we always looking at his arse? Why is he always in pyjama’s? Why does it look like he’s crapped himself on the beach? Why is he wearing a nappy during paintball? Why?
“No one knows what it means, but it’s provocative.”
Arseing?
It’s an ad.
It’s a good ad.
Let’s not start with the ‘holier–than–thou’ attitude, the platitudes, the refusal to descend from the ivory tower where you’re seated atop your high horse.
Sydney Adfolk, get over yourself.
It’s an ad.
It’s a good ad.
And Australia needs less shit ads.
‘Spend your life well’ is a superb tag
11:35, ‘Spend the rest of your life’, for Powerball, was better.
Oh, 11:14 how charming, how endearing. It’s an advertising message – and you believe it!
Great creative…. for pile cream!!!!!!!
Why is it about arses? I read the wanky description and feel none the wiser. Fail.
Please explain.