Behind the Scenes: ING Direct Create Ad Documentary

Behind the Scenes: ING Direct Create Ad Documentary

READING, England, July 14, 2011/PRNewswire/ --

A documentary going behind the scenes of the new ING Direct
[http://www.ingdirect.co.uk ] 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 YouTube
[http://www.youtube.com/watch?v=TdpXrr6X0WA&feature=channel_video_title ]
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 Bungay
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 industry.

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

"We're 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 savings [http://www.ingdirect.co.uk/savings ] and mortgages
[http://www.ingdirect.co.uk/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 2003
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 1RH.
http://www.ingdirect.co.uk

Source: ING Direct

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@thirdcity.co.uk

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Profile: intent