Bankers’ fuel

ING brings banking to the present.
12 04 26 ING

Banking can sometimes seem antiquated. ING Direct’s new spot makes light of this stereotype, promising it’s Thrive checking account will bring people out of the past. All part of ING’s new campaign strategy to encourage consumers to stop banking in the past (check out their explosive spot below as well), the latest spot starts like a normal banking conversation about limits, minimum balances and charges, and escalates into comedy as the lights flicker and the coal-burning furnace must be filled. We know when we think of banking, we thinking of coal shoveling.


advertiser: ING Direct
agency: John St.
CD:  Angus Tucker, Stephen Jurisic
ACD/art director:  Nellie Kim
ACD/copywriter:  Chris Hirsch
account team: Heather Crawley, Katie Bardyn, Ben Prout
broadcast producer:  Nicole Andrisevic
production company:  Soft Citizen
director:  Ted Pauly
director of photography: Nigel Bluck
executive producer: Link York/Eva Preger
line producer:  Ed Callaghan
editorial:  Mark Paiva (Old Ways) and Griff Henderson ( Coal and Water), Posterboy
visual effects: Sean Cochrane, The Vanity
audio/music director:  Joey Serlin, Vapor Music