Campaign India Team
May 23, 2011

MMGB: ING Direct 'Fables' TVCs


MMGB: ING Direct 'Fables' TVCs

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.


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: PHDMedia
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

This article first appeared on Campaign UK.

Campaign India

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