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 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 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 and 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